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Urban Legend

A mix of urban design and high-end luxury, the latest flagship for streetwear brand Live Fast Die Young is a continuation of its distinct aesthetic



MAINLY KNOWN AS A German-based streetwear brand, Live Fast Die Young (LFDY; Düsseldorf, Germany) recently opened a flagship in the Soho neighborhood in London’s West End at 1D Poland Street. Designed by Schwitzke & Partner (Düsseldorf, Germany) and roughly 969 square feet, the brand’s seventh physical store overall pays homage to LFDY’s urban roots.

Urban Legend

Establishing itself at the crossroads of streetwear and luxury, LFDY is known for its stark, minimalist apparel that is reflected in its store design – a style already tailored for Soho. “The aesthetics and the neighborhood in Soho fit perfectly with us and our store concept,” says Riccardo Ballarino, Director of Sourcing & Creative, LFDY.

Lining the walls and floors of the main space are 14,000 black-glazed tiles providing a neutral canvas on which the latest collections are presented. The tiles also serve to evoke grid-like patterns reminiscent of industrial environments, and steel display racks give the illusion of apparel effortlessly floating. The warm wood used for the apparel drawers and the cashwrap adds a casual touch to the luxe surroundings.

Urban Legend 📷 Katharina Jaeger/Courtesy of Live Fast Die Young

Dressing rooms are located one level down, transformed into a sophisticated lounge with dark rosewood walls and cushioned leather Eames chairs. Black carpet and stainless steel elements continue LFDY’s industrial-inspired aesthetic, and digital screens paired with neon signage bring a pop of modernity.


Urban Legend this page: Contrasted by the streetwear-inspired main floor, the lower level of dressing rooms provides a luxurious ambience with plush carpeting, leather chairs and dark hues.

LFDY has built its brand through purposeful minimalism – its Soho flagship is an extension of this distinct style reflected in every detail.

📷 Katharina Jaeger/Courtesy of Live Fast Die Young




MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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