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Patagonia's Flagship UK store opened its doors to the public for the first time yesterday. Situated in a historic building in Covent Garden, London, it's a 4,340 sq ft showcase for the full Patagonia range. From core technical alpine gear to ski and snowboard wear, and from their popular lifestyle range to the new footwear collection, it's all there to be drooled over. A calendar of events to encourage you to journey to London are planned. A photo gallery of the new store is below.
The first event is a cracker. Running from the end of September to the end of October, it's an inspiring art exhibition by renowned artist and climber Andy Parkin. The work is from his latest collection, based on the Patagonian landscape.
Other events will include surf/snow movie nights, book signings, presentations from key ambassadors such as Matt Helliker and Jon Bracey (talking about their recent climbing in Alaska), Lynn Hill and Piolets d'Or winners Nico Favresse and Sean Villanueva. And, in keeping with Patagonia's interest in environmental awareness, local environmental groups will be encouraged to use the space.
Like all Patagonia stores, this one was selected because it's a historic site, and was refurbished in a way that preserved the integrity of the building. Formerly part of the Watney Combe and Reid brewery (founded in 1837), the Covent Garden store was once where the popular Watney's Red Barrel beer was produced. Meanwhile the basement of the premises was used to store fruit and vegetables ready for the Covent Garden market.
Robert Cohen, Patagonia's VP of Global Retail commented: “We want our stores to be gifts to their communities. Because we're trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside.”
Patagonia's European Marketing Manager, Jonathan Petty added: “The owners of Patagonia, Yvon and Malinda Chouinard, have for many years wanted to open a London store. We're very excited to be opening in one of Europe's premier cities, and hope this will continue to drive the fantastic momentum the brand currently has in Europe.”
Photo Gallery - Patagonia's New Covent Garden Store:
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