4 – CREATIVE DIRECTION AND BUYING
Established in 2008 as Kuwait’s first destination lifestyle store, 4, situated at the heart of Kuwait’s industrial quarter, has become renowned for hand-picking and blending internationally sourced menswear, womenswear, accessories and lifestyle products. Paying particular attention to both interesting new talents and established brands of acclaim, 4 is involved in intensive dialogue across a portfolio of over 130 leading luxury, avant garde and artisanal brands such as Ann Demeulemeester, Comme des Garçons, Gareth Pugh, Haider Ackermann, MA+, Rick Owens, and Yohji Yamamoto, many of which are exclusively stocked in the region by 4. The store has a concession partnership with Harvey Nichols Kuwait, and launched its online Archive store in 2015. We provide unilateral support to 4 as its London-based buying office, having handled creative direction from the outset, guiding everything from branding and store design to special projects and social media support. Praising its design-led environment, envied brand mix and shrewd collection of art and literature, COMPLEX Magazine (US) rated 4 fifth in its list of the Fifty Best Stores in the World, emphasising its success in bringing the right mix of luxury, specialist and avant garde brands from Europe and the Far East to this market.