LONDON — London Fashion Week is upping sticks from Somerset House — its base since 2009 — and decamping to the Brewer Street Car Park venue in London’s Soho, effective in September.
The BFC will take over two floors of Brewer Street Car Park, where it will stage both runway shows and host designer showrooms, while the space will also house registration for attendees and the photographer, press, buyer and sponsor spaces.
The car park space, an art deco building designed by architect JJ Joass that dates from 1929, has been the location for a number of London Fashion Week shows in recent seasons, including Joseph and House of Holland.
The BFC’s headquarters will remain at Somerset House. Caroline Rush, chief executive of the British Fashion Council, noted that the new location is situated within a mile of Bond Street, Dover Street, Mount Street, Oxford Street and Regent Street, adding that the venue would “offer freedom and flexibility to designers, who will be able to transform the show space to reflect their own aesthetics and identity.” Rush said that the BFC has an agreement to be at the space for two seasons.
Munira Mirza, deputy mayor for education and culture, added that she believes the move “will…drive even more interest in one of the most important sectors for our economy.”
The BFC said that in addition to the runway shows, showrooms and events, the new venue will host free talks open to the public, in a bid to “drive city-wide support for an industry that employs nearly 800,000 people and is worth 26 billion pounds [$39.5 billion] to the U.K. GDP.”
London Fashion Week runs from Sept. 18-22.