Alexander McQueen’s little sibling, McQ, is really coming of age. During the London collections, the second line opened its first store, conceived by Sarah Burton with David Collins Studio and coinciding with a new hire for McQ, head designer Alistair Carr, formerly of Pringle.

Located in a Georgian townhouse on storied Dover Street, and described as boudoir-meets-Brutalism, the space carries the complete McQ collection—men’s, women’s, accessories, and runway pieces. Where it really differs from its big sibling is a laser focus on interactivity. The Gen Y and Z crowd, well-versed in all things high-tech, can peruse a digital look book and project themselves onto a wall wearing their choice of pieces. And of course, they can social share to their hearts’ content with QR codes located throughout.

McQ Alexander McQueen, 14 Dover Street, London