Friday 20th March saw the celebration of the launch of the new Billionaire Boys Club Flagship store with a heaving in-store reception followed by a launch party at 33 Portland place (AKA London’s playboy mansion).
The evening began with a private viewing at the new flagship store which showcased the new space and offered individuals time to explore. Divided into two concepts and reflecting the brand language as engineered by world famous designers Wonderwall, the decor of the store bares the ‘starfield pattern’ that has become synonymous with Billionaire Boys Club, contrasting with the clean 1950s ice cream parlour identity of ICECREAM. Both concepts offer the SS15 collections, exclusive ‘LDN’ products and EU exclusive product from Japan and New York.
The celebration continued at a strictly invite only launch ‘house party’ held at 33 Portland Place, with attendees which included Flatbush Zombies, Ryan Lo, Machine-A, Jammer BBK, Calum Knight and DJ Logan Sama. Luc Belaire’s glowing bottles of bubbly kept the electric feel of the night alive, with live performances from American hip hop artist Vic Mensa, Brooklyn duo The Underachievers and Irish rapper Rejjie Snow, and music provided by DJ Semtex.
Billionaire Boys Club store: 36 MARSHALL STREET, LONDON W1F 7EY www.bbcicecream.eu
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