Change Clothes: LN-CC

L+T: What is it about Gary Card’s work that you are so attracted to? Was he your first choice?
DM: Gary was our first choice in the fact that he understood and captured our vision. He has a very progressive mindset and isn’t afraid of trying anything new. And in my experience, that’s rare, as many people become timid. Gary has done a very special job with the store and he seems to be gaining worldwide accolades for his progressive work.
JS: The main thing for us was that Gary understood what we were trying to do with the space and had a good handle on how to execute and develop the ideas that we had. That was the most important thing for us, and he has taken the design and fit to a place where we could never imagined possible before we started.

L+T: What is the long-term goal of LN-CC? Where do you hope to see the concept shop in 20 years?
DM: We already have the wheels in motion to take LN-CC to another level in the coming years. But you will have to wait and see!
JS: The main goal for us is to stay true to what we believe and to never compromise anything in order to achieve bigger sales or stature. As long as everything that is in our store is something that excites us and that our brand is still perceived and marketed as being honest and innovative, then we will be happy with that, now or in the future.

And now…a few minutes with Gary Card.

L+T: The store consists of three concept rooms, a book and record store, a club space for private events and a working photography studio. How did you come up with the themes and interior design for each space? Would you say there is synergy between all the rooms as far as design?
GC: I wanted to try my hand at something solid, something permanent. The tricky part was then considering the product – how do you serve the retail aspects of the store without compromising the design? My first approach was to treat it like a gallery space with only a few pieces on show. I quickly learned this just wasn’t realistic. Atmosphere is important but you can’t ignore the product. This project is more than a store; it’s an evolving platform of curated ideas encompassing clothing, music and art in both a physical and digital environment.