As of now, there's a new destination for purveyors of cool in London - and they won't have to stray one Keds-clad footstep from the beaten track to find it.

Harvey Nichols yesterday opened the doors to its eagerly-anticipated 4th Floor project: a constantly-evolving space dedicated to stocking only the most cutting-edge brands and top notch collaborations, plus worth-the-Tube-fare exclusives. Pitching international contemporary heavyweights such as Versus and Opening Ceremony alongside emerging London talents like Richard Nicoll, Peter Pilotto and Meadham Kirchhoff, it's bound to fast become the go-to for all things fresh and fabulous.

"The new 4th Floor is an exciting opportunity to expand in areas that we have been unable to up to now, due to space constraints, and we are targeting a customer that I have believed strongly in for sometime," says Averyl Oates, Harvey Nichols' buying director. "The most exciting thing is the brand mix, and the juxtaposition of that mix. Expect the unexpected!"

Among the treasures to pique your interest are Comme Des Garcons accessories, vintage Chanel handbags and Rolex watches, Nicholas Kirkwood for Swarovski, Pamela Love and Emanuele Bicocchi. And it doesn't stop at fashion brands. Also on offer will be those iconic Spongebob Squarepants helmets by Karl Lagerfeld for Les Atelier Ruby, vintage magazines, glossy coffee table books, Kid Robot-esque cult toys, Rough Trade records, Erdem for Globetrotter luggage... you name it and you'll probably be able to find a pimped out, ultra-exclusive version of it here.

As well as stocking Mary-Kate and Ashley Olsen's contemporary Elizabeth and James brand the revamped 4th Floor will also exclusively house the pint-sized fashion darlings' first sunglasses range under their second label, The Row. Other exclusives include pieces by Halston Heritage (which may or may not be appearing in the next Sex And The City film, wink, wink) , as well as pieces from cult labels Alexander Wang, 3.1 Phillip Lim, Markus Lupfer and Mary Katrantzou. What's more, the new Alice by Temperley diffusion line will also have its own mini-boutique on the floor.

Our tip? Even stiletto devotees would do well not to miss a browse through the UK's first-ever all-girl designer sneaker wall, which features exclusives by Alejandro Ingelmo, Christian Louboutin, Creative Recreation, Keds for Opening Ceremony and What Goes Around Comes Around.

As 4th Floor accessories & lifestyle buyer Ida Peterson explains, "It's a funny feeling when a self-proclaimed high-heel girl finds herself salivating over trainers, but this is exactly how putting together this wall has left me feeling! It all started with obsessing over cute trainers within collections we already stock, but finding that there was always a problem displaying them alongside sexy heels. The 4th Floor project finally gave me the opportunity to create something beyond your usual sports shop wall; a sneaker area aimed solely at women obsessed with fashion."

Try it - you might like it.

Picture: L-R, from top: Lanvin snowglobes; The Harvey Nichols Family knitted set, by Ketty Sean; Spongebob Squarepants helmet by Karl Lagerfeld for Les Atelier Ruby; Ha Yeon Lee peace necklace.

harveynichols.com

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