# NoSellOut
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Comme des Garcons Guerrilla Shops: 124 Chausseestrasse, Berlin, Riera Sant Miguell #34,E08006 Barcelona.
The world of retail is getting a kick up the backside this year as Rei Kawakubo,partner Adrian Joffe and their like-minded team of sideways-chic creatives launch their newest project-guerrilla stores.Their idea is to 'surface,sell and flee'-which means opening up provisional retailoutlets all over the world for a year and then-whatever their success rate- to shut up shop and move on. In practice it means launches like the inaugural store in Berlin- a typical example of Comme's untypical style. Berlin's guerilla manouvre is in a beautiful old bookshop situated in the Mitte district. Kept it in its original state of disrepair,the name over the door hasn't even changed,so you only know where to find it because of the 400 flyposters scatterd around the city.this month Barcelona is the destination for G-CDG shop2,with Slovenia,Sweden,Poland and Brooklyn to follow.Plans are afoot for 20 similar-but-different stores to open all over the world.including London. Comme's latest strategy perfectly reflects the tidal wave of shoppers who are looking for a more indivisualistic approach,while eschewing the temples to consumerism favoured by other labels. And of course since fashions change each season,why on earth shouldn't shops? Inside each store,alongside archive pieces,you'll discover the 'Aoyama store,as well as te mainline men's and women's collections, catwalk pieces,Junya Watanabe ladieswear and all the perfumery options currently in production. Future prospects include the possibility of liasing with local designers and craftsfolk to showcase their work also. What Comme are doing is inventing their own underground identity while maintaining star status as one of fashion planet's most aspirational labels. Big,slick and immediate shopping can somtimes be just what the doctor ordered,but it's nice that Comme are giving us all a choice to shop somewhere a bit different when we want to. More than desirable option for folk busily finding their own style gurus at both ends of the retail rainbow. Hurry along while stocks and shops last...Terry Newman
출처:i-D No.243