Alex Eagle

Driven by low rents and a renegade cultural scene, Berlin is a magnet for creatives, but the city’s most noteworthy fashion labels still show elsewhere.

Luxury brands and retailers have been transforming stores into home-like spaces to build deeper connections with customers. Now fast-fashion is following suit.

The Store founder Alex Eagle is turning 180 The Strand into a space for exhibitions, events and, soon, the offices of Dazed Media and the British Fashion Council.