Urban Legend

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.

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.

📷 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.

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.