Alexander McQueen

Flagship and Roll-Out Programme | Global | Founder of Architecture Department

The in-house architecture department at Alexander McQueen, founded in 2011 by Studio Eivind’s Keith Fowler, led to the global rollout of the brand’s retail identity under the direction of Sarah Burton. Fowler’s McQueen journey began with the flagship at Miami Bal Harbour and evolved into a material-driven concept developed in collaboration with David Collins Studio – one that expressed McQueen’s signature dualities: strength and fragility, structure and fluidity.

Overseeing the opening of more than 120 stores worldwide – including key flagships in Tokyo, Paris, London, Dubai, and Hong Kong – we helped establish a cohesive yet adaptable interior design language for the brand. The palette featured chalky plasters, aged oak, antique mirror, hand-stitched leather, and sculptural elements – each location tailored to its cultural and architectural context, yet unmistakably McQueen.

This foundation later expanded through a collaboration with Chilean architect Smiljan Radic, introducing a more experimental and emotive spatial vocabulary. The evolved concept embraced natural materials, spatial rhythm, and narrative space – deepening the brand’s ability to emotionally connect with its audience.

CREDITS: Alexander McQueen
London, Savile Row
London, Smithfield
London, Bond Street
Paris, Rue Saint Honore
Paris, Rue Saint Honore
Paris, Rue Saint Honore
Los Angeles, Rodeo Drive
New York, Madison Avenue
New York, Madison Avenue
Hong Kong, Elements
Hong Kong, Elements
Beijing, SKP
Tokyo, Aoyama