Take a Look Inside the New Billionaire Boys Club and ICECREAM Flagship Store in London

The new space is absolutely killer.

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Complex Original

Image via Complex Original

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Since BAPE closed its Upper James Street store in London, Billionaire Boys Club and ICECREAM have occupied it, using it as a pop-up satellite store, but now the brands have finally opened their own fully-fledged permanent space in London's Soho. This store is the first permanent home for the brands in Europe, and joins stores in New York—opened in 2007—and Japan—opened in 2012.

Occupying two levels and 800 square feet, the space is actually incredible; the upper level is a cool, clean, minimalist retail space—reminiscent of a 1950's ice cream parlor—while the lower level gives the color and sense of fun the brands are known for. The store is launching with the Spring/Summer 2015 collections from both BBC and ICE CREAM, alongside limited edition Billionaire Boys Club 'LDN' T-shirts and hats, and will also carry EU exclusive products as they drop. It will also stock some exclusive Pharrell products, including his adidas and Comme Des Garçons collaborations.

Take a look at some more images of the space below, and watch the Billionaire Boys Club Spring/Summer 2015 video lookbook before dropping in to the store to pick up your favourite pieces. 

Billionaire Boys Club/ICECREAM

​36 Marshall Street

London

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