Location a key influencer in London Fashion Week move

One of the primary reasons the British Fashion Council (BFC) chose Brewer Street Car Park as the new home of London Fashion Week was its convenient location.

Brewer Street Car Park is the new home of London Fashion Week (Image: brewerstreetcarpark.com)
Brewer Street Car Park is the new home of London Fashion Week (Image: brewerstreetcarpark.com)

Josef Jammerbund, head of events at the British Fashion Council (BFC), told Event the geographical location of the site, as well as its proximity to other key fashion show venues, was carefully considered.

"We chose Brewer Street Car Park for its geographical location in the heart of Soho. It is close to some of our London Fashion Week designers’ stores on Bond Street, Mount Street and Dover Street as well as the retailers on Oxford Street and Regent Street.

"The building provides us with a blank canvas, allowing us to build the spaces that we need to create a unique and standout showcase for British fashion."

He said the venue will not have a theme as such. "We will turn it into a high end, luxe and cool space for designers to showcase their collections."

Jammerbund believes the move will mark the next stage of LFW’s evolution, and he is confident it will increase the event’s footprint across London. 

"We have previously worked with Oxford Street to make LFW a city-wide celebration and plan to work with the neighbouring hubs in Mount Street, Dover Street, Bond Street and Regent Street to amplify our activities," he said.

"The building gives us the opportunity to design both the fashion show space and exhibition space in a new and different way."  

In terms of agencies and suppliers, Jammerbund said: "We are currently reviewing all LFW suppliers ahead of the move this September.

"Opportunities will be posted on the BFC’s website."

This year LFW welcomes new principal sponsor Sunglass Hut, meanwhile the likes of American Express, Mercedes-Benz, Lavazza Coffee, Swatch, Toni & Guy and Maybelline New York will return in 2015.

The provisional LFW schedule will be announced at the end of July. 

More: London Fashion Week moves to Brewer Street Car Park

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