A new retail outlet has recently opened in the UK – Heartless. The store houses labels including YSL, Balenciaga, Yohji Yamamoto and also more directional brands including Mastermind Japan, new label by Greg Chiat, The Elder Statesman, Dr Romanelli (UK exclusives), Drestrip and many more.
They also sell designer furniture and lifestyle products by Assouline, Ruby Helmets and the gorgeous grooming line Santa Maria Novella. The store exhibits and sells urban art by D*Face, Pure Evil and Swoon and music is provided by the legendary Rough Trade.
Their VIP service AKA ‘ The Black Service’ is a real talking point. The client is picked up in one of Heartless’ fleet (cars include a matt black Lamborghini through to a classic VW Camper Van!). They are then transported to the store and are met by a personal shopper who will take them through the collections and offer advice but not before a good, cold beer has been consumed! After shopping they are dropped off at their destination.
The interior design is gorgeous. A nice mix of modern furniture and antiques gives the store a warm atmosphere. In terms of brand line-up and selection there are not many stores around the globe that we can compare Heartless to. The ones that come up when thinking about it are maybe Apartment Berlin and Maxfields L.A.
If you are in the UK, do not miss out checking Heartless. If you are not, then make sure to have a look at their online store, which carries most goods that are in store.