No Chaos and Scum open experiential flagships in Covent Garden

By

Sandra Halliday

Published
Apr 15, 2021

Covent Garden is attracting plenty of new brand activity at present and on the same day we learned that upscale watches retailer Bucherer has opened there, we heard that two very different labels have also opened Covent Garden flagships.

Indie skate brand No Chaos and cult brand Scum have both chosen the area for their new stores with a combined 2,0000 square foot space across two floors.

Located at number 3 Neal Street, No Chaos is on the first floor with Scum in the basement area, the latter being an experiential and interactive concept. It’s a youth club in the heart of the West End and was designed by artist Jordan Cardy, the entrepreneur behind the Scum concept.

It’s an interesting area that will be bookable for sessions and private events.

The design includes a half-pipe skate ramp, custom-made branded arcade games and a coffee bar decorated with the wallpaper from Al Pacino’s Scarface.

The store element of the Scum space will feature regular limited edition drops that will be exclusive to this space, alongside the full Scum range

Meanwhile the No Chaos store offers apparel, skateboards and accessories, from a variety of international skate brands.

Jamie Wilson, Co-Founder, No Chaos, said: “We are incredibly proud of the space we have created in our new home on Neal Street and are excited to finally (and safely) welcome everyone into our much-anticipated interactive store. The vision for Scum’s basement, was to construct a creative and energetic skating location for beginners and professionals alike, offering a place to learn, explore and play. Covent Garden is an intensively imaginative location within the capital, and we are happy to be joining a family of exciting brands already within the area.”

Simon Taylor, Property Director at landlord the Mercers’ Company, added: “No Chaos and Scum are brilliant additions to our estate within Covent Garden. The unique basement installation offers an exceptional interactive and cultural location in the heart of London and will no doubt be a footfall driver for visitors to the area.”