Adrian Joffe has changed the face of fashion retail before, and now the Dover Street Market The CEO plans to do it again.

As Fashion business reports that Joffe will soon be cutting the red ribbon on a new event-slash-retail experience named 3537. The name is lifted from its head office at the Hôtel de Coulanges at 35-37 Rue des Francs-Bourgeois and will become the first major market in Dover Street Parisian boutique.

The new space will punctuate the shopping experience with regular events, which Joffe hopes will bring more energy to the retail side of the operation. The 3537’s “activity space” comprises an impressive 19,375 square feet, or about 60 percent of the mansion.

“I didn’t want to just create another Dover Street market,” Joffe said. “We are trying to create something that can live outside of this building. Maybe the retail space will be part of the event, rather than the event being part of the retail space. “

“You can’t go to a concert, rave, or gallery online,” he continued. “The beauty of these things is in interaction. “

As BoF explains, the goal is simple: If people frequent DSM more often, logic suggests they’ll spend more money. Joffe also added that the store could be the last one in Paris, and went on to showcase Athens as the kind of bustling city that would be interesting for the 3537 experience in the future.

One person not involved in the project was COMME des GARÇONS designer and Joffe’s wife, Rei Kawakubo.

“For Kawakubo, always starting from scratch is the most important thing; business comes second, ”Joffe explained. “Without real creation, there can be no progress. As long as I’m alive I want to do my best on the retail side to adhere to the same values, taking their retail vision and maybe now to the next level.

“I no longer see Dover Street Market as a retailer. “

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