The Coolest of the Cool or Come Dwell in Shopping Heaven

Sure you are tired of hearing about Colette in Paris, Five Story in NYC, Dover Street Market in London, the Corner in Berlin or Joyce in Hong Kong. Been there, seen that as someone may say. What about some yet undiscovered posh spots in the world fashion capitals? Here is our list of the most trendy and up-to-date concept stores from all over the globe where you also can find some pieces for your child. Fasten your seat belts, we are taking off!

Story, New York

144 10th Ave. at 19th St. NY, NY 10011

Story is a very simple yet sophisticated concept store opened in December 2011. What is Story? It takes “point of view of a Magazine. Changes like a Gallery. Sells things like a Store” – says the slogan. That means every four to eight weeks, STORY completely reinvents itself -from the design to the merchandise – with the goal of bringing to light a new theme, trend or issue. Rachel Shechtman, founder, has set up a successful model of a «retail media» which has earned attention both from press and professional community, not mentioned a big success among their customers.


The Park-ing Ginza, Tokyo

Sony Bldg B3F, 5-3-1 Ginza, Chuo-ku, Tokyo

The Park-ing Ginza, which has taken place of the famous Pool Aoyama, opened on the Sony building basement this March. The concept store, designed by the founder of the store and the Fragment Design creator Hiroshi Fujiwara and architect Nobuo Araki, gather under its roof a selection of many interesting brands from around the world. Ascetics of concrete walls and wooden construction emphasize aesthetics ofthe forward-looking Japanese and international brands, including Nike, which corner has been curatedby Fujiwara himself. Please note: here in the basement you can findbeloved by many DenimBy and Vanquish.


Song, Vienna

Praterstrasse 11-13, 1020 Vienna Austria

Founded in the late 1990s old by good the Song is the real vanguard of fashion, art, and design. Song’s collection of avant-garde product is a wonderful contradiction to the old-world luxury that defines Austria’s capital. Such contradiction is echoed in the design of Song’s interior design. The stark, concrete floors are juxtaposed with pre-war industrial French furniture. Small trinkets and design pieces are sprinkled throughout the space, adding a sense of warmth to the cool space. Beside the place selling space the store has a gallery space, and atelier where clothes are manufactured and artists can prepare their exhibitions.


Merci, Paris

111 boulevard Beaumarchais, 75003 Paris

Opened in a space of an old wallpaper factory in 2009 Merci became one of the most eclectic concept stores in Paris.  It carries lots of rare and interesting items from interior design to fashion, has two cafes and one restaurant.Be aware: this place is like a rabbit hole, you can easily get lost for a day or two. So, when will be the next kids vacation?..


Secret Location, Vancouver

Secret Location, 1 Water St, Vancouver, BC V6B 2H9

Divided in two parts for boutique and eaterie, Secret Location blends shopping genres for a concept store with a difference. Stocking Olympia Le-Tan, Linda Farrow, Jacquemus and Simone Rochas founder Carey Melnichuck's fashion features clothes and accessories sourced around the world. Over in the restaurant, chef Montgomery Lau offers up imaginative European cuisine, for a new taste experience in the Tasting Room. NB: here your child could become a happy owner of a cool Hello Kitty bag from Olympia Le-Tan.


KM20, Moscow

Kuznetsky Most 20, Moscow, 107031

Kuznetsky Most 20 is a concept store, healthy cafe and gallery in one, opened right in the historical part of Moscow in 2009. It is becoming more interesting every year. Here you can taste exquisite healthy kitchen and buy stuff from both the established designers and new names.

Olga Karput, the founder and a well-known Russian It Girl, wholeheartedly supports Russian progressive brands and knows how to put together the best team in the city – KM20 buyers know in advance what will be hot in Moscow next season and select the most beautiful and innovative things. This people have no fear for experiment if they consider something promising. Here you can see the most avant-garde brands like Vetements and Walter Van Beirendonck, and young but already well known Claire Barrow and Faustine Steinmetz. By the way, KM20 is the first in Russia to start selling Gosha Rubchinskiy, probably the most desirable designer outside of the former Soviet Union. Olga has three children, so the section of kids wear is elaborate and marvelous. Here you can buy rare models of sneakers, trendy and comfortable pieces of Marques'Almeida and your favourite Little Pushkin. 


Excelsior, Milano

Galleria del Corso 4, 20100 Milano

Excelsior Milano is a unique shopping location, an exclusive and innovative luxury department store designed by star architects Jean Nouvel and Vincenzo de Cotiis, who transformed a former Milanese cinema into an innovative fashion hub.

There are seven levels in total: grocery store (where you can choose a salad or a fruit dessert for takeaway), then mix zones with perfumes, advanced gadgets, luxury sweets and trinkets. The upper levels are taken by boutique Antonia: one floor for men's, anotherfor women's clothing and so on for youth lines and accessories. While shopping at Antonia's trendsetting boutique for adults stop by and take a look at eye-catching mini-versions for your child from Golden Goose, Marcelo Burlon, Kenzo, Dr. Martens, K-way, Sugarman, Sophia Webster, Comme des Garcons, Joyrich.