London's Soho neighborhood welcomes a new flagship space for Billionaire Boys Club/Ice Cream. The new boutique carries over nicely from the pre-existing retailers in New York and Tokyo, all of which were designed by architecture firm Wonderwall. The usual array of BBC/Ice Cream goods will be available at the London space, alongside exclusive Pharrell collaborations alongside adidas and COMME des GARÇONS. Locals will be glad to hear that a select assortment of London-branded goods will also see availability. Browse the photo set above, while images of the forthcoming Majestic and Alpha Industries collaborations are also included.