They flagship Chelsea location is easy to miss – no sign or windows. The place is like a spaceship, quite extravagant even for today to say nothing of 1999 when it was opened. Japanese designer Rei Kawakubo who is behind the brand was the first moving a fashion boutique to Chelsea, far from top designer destinations, saying "Most people think we're crazy — it's the ends of the earth. But we hope it will become a destination for shoppers."
Inside it looks like a brick-walled ghetto garage and reminds of a white egg. Get in through a shiny aluminum tunnel – a custom work of a British dock. The wall textures are rough brick and smooth glazed enamel and clothes and perfume are displayed on steel and cast iron. It's so impressive that the prices don't seem that high. And you can always get a perfume smelling of frankincense and tar.