Superdry opened its central London flagship on Saturday, on the site of the former Austin Reed flagship.
The new store, which currently trades from a single floor but has multi-level vistas, up and down via a curved metal staircase, represents a considerable departure from the standard Superdry store design template.
Among the novel elements it features are large format video screens, curved glass mid-shop display cases and a car, developed in association with Morgan, on display in the basement.
The retailer is understood to have paid a multi-million premium to secure the lease. Further floors will be opened in early 2012.