Alexander McQueen's flagship store presented the challenge of creating a unique, cutting edge retail environment within a grade II listed building. To the front a full height glass box slices through the shop facade, adding drama to the shopfront display. Within the store, a bespoke designed, steel framework forms a backbone to the shop. Interchangable and moveable frames allow the shop to reinvent itself with each season responding to the designer's reputation for producing varied and dramatic collections.