Guerilla Stores, Thirty cities in Europe, Asia and the USA
The guerilla stores of the Japanese fashion label Comme des Garçons are a synonym for the strategy of temporary occupation of unusual, out-of-fashion venues located far from the fashion miles with their “high class” use.
The name was the program, describing the shops’ unexpected and rapid emergence.
For years, vacant buildings were used as retail space, replete with vestiges of use and decay.
Designer fashion was presented on improvised racks composed of found objects.
The fleeting character was part of the marketing strategy: the temporary showroom became an insiders’ only event.
The first such guerrilla store was created in 2004 in the gutted, former Brecht Book Store in Berlin; the last opened in 2008 in an old department store in Glasgow.