CALVIN KLEIN AMP UP THE POWER (STATION) IN LONDON
Battersea Power Station is opening to the public this morning, for the first time in 40 years. An iconic London landmark, the building’s imposing twin chimneys have served as a reminder to London’s industrial past, despite not being in use as a power station for over 40 years. At its peak, the plant produced over a fifth of London’s power, and its regeneration has been the focus of years of planning, contention and geography in the city for a large part of the last decade.
Keeping its industrial framework was a given – but the renovation has seen a multi-billion dollar upgrade transform it into a hub for community, connection and ultimately, shopping. Nestled in amongst the new offerings is the newest lifestyle store from Calvin Klein – bringing its all-American sensibilities south of the river.
Known for their tried-and-true staples, Calvin Klein’s minimalist sensibilities have combined with innovative projects throughout the last couple of years that have seen it both retain its household name-ability as well as push into new markets, with moves such as the much-awaited Palace earlier this year. We went down to check out their new store, opening in the new Power Station today.
What do you think of when you hear the name Calvin Klein? If it’s not Justin Bieber’s admission that he wears a pair of CK underwear once before binning them, you’re wrong. Beyond the Bieber-dom, Calvin Klein’s cult classic jeans and cult contemporary underwear has earned them a spot at the top of the game.
Luckily, the new store houses both of these lines – with a minimalist interior that reflects CK’s core brand identity. However, there’s still some room for detail in the new opening – we see dedicated areas to socialise in a move indicating Klein’s approach to shopping in today’s age: presenting both an enhanced shopping experience and an excuse to Have A Chat in #mycalvins.
As a brand known for both the high quality of their everyday pieces and the luxury of their elevated womenswear collection, Calvin Klein’s new store is sure to be a one-stop location for a full spectrum of designer fits. The store’s broad collection will feature not only their irresistibly comfy jeans and underwear, but also intricate tailoring and figure-hugging slips (reminiscent of the look worn by 90s fashion-icon, Cher from Clueless).
With the power station set to welcome tens thousands of new visitors in the coming weeks, it would be rude not to firmly announce the presence of the new store: bespoke Calvin Klein kiosks will be stationed around the new Station giving out a special-edition zine, which celebrates the communities within Battersea as well as showcasing Klein’s latest collection.
Whilst Calvin Klein’s presence in London is nothing new, this new store works to place it firmly in the forefront of London’s still-growing shopping scene – so naturally, we had to go down to check it out. Scroll for a sneak peek.
If the promise of a whole new shopping complex and community centre wasn’t enough to convince you to make it down to Battersea, let Calvin Klein’s new store do the rest of the leg work. It is still on the Northern Line, after all. Check it out from today!