Highsnobiety

Adrian Joffe has altered the face of fashion retail before, and now the Dover Street Market CEO plans on doing so again.

As Business of Fashion reports, Joffe will soon cut the red ribbon on a new events-slash-retail experiment named 3537. The name is lifted from its headquarters in the Hôtel de Coulanges at 35-37 Rue des Francs-Bourgeois and will become Dover Street Market’s first major Paris store.

The new space will punctuate the shopping experience with regular events, which Joffe hopes will bring further energy to the retail side of the operation. 3537′s “activity space" comprises an impressive 19,375 square feet or about 60 percent of the mansion.

“I didn’t want to just create another Dover Street Market,” said Joffe. "We’re trying to create something that can live outside this building. Maybe the retail space will be part of the event, rather than the event being part of the retail space.”

Your Highsnobiety privacy settings have blocked this Instagram post.

“You can’t experience a concert or a rave or a gallery online,” he continued. “The whole beauty of those things is interacting.”

As BoF explains, the goal is simple: if people are hanging out at DSM more often, logic suggests they will spend more money. Joffe also went on to say that the store could be the last in Paris, and went on to highlight Athens as the kind of bubbling up city that would be of interest for the 3537 experience in the future.

One person who wasn't involved in the project was COMME des GARÇONS designer and Joffe's wife, Rei Kawakubo.

“For Kawakubo, always starting from zero is the most important thing; business comes second,” explained Joffe. “Without real creation there can be no progress. As long as I am alive, I want to do my best on the retail side to adhere to the same values, bringing her vision to retail and maybe now to the next level.”

“I don’t see Dover Street Market as a retailer anymore.”

Read the article in full over at Business of Fashion.

We Recommend
  • Stone Island's Next Collection Is So Good It HAD To Be 2024's Rarest
    • Style
  • 20 London Retailers Every Highsnobiety Reader Should Know
    • Style
  • New Balance’s 991 Sequel Shoe Enters Stealth Mode
    • Sneakers
  • Dover Street Market's Sambas Are Quite Quiet
    • Sneakers
  • A One-Off Supreme T-shirt & Rick Owens Reborn: DSM NY's 10th Birthday Drops
    • Style
What To Read Next
  • Bryant Giles' ASICS Clothes & Sneakers Are Undoubted Stunners
    • Sneakers
  • AURALEE's New Balances Are Warped Sophistication at Its Finest
    • Sneakers
  • GANT & Highsnobiety Discuss The Ivy League’s Impact on 75 Years of Fashion
    • Style
    • sponsored
  • Crocs' Chunky Boot Is More Stacked (& Snacked-Up) Than Ever
    • Sneakers
  • These Are Our Favorite Watches From Watches & Wonders 2024
    • Watches
  • CeraVe Enters the Reality Dating Show Extended Universe
    • Beauty
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.