Soon 180 The Strand is set to be home to Dazed magazine and the British Fashion Council, two top tenants in this long, bunker-like building that’s riddled with event spaces and studios. It’s also being used as a temporary home by the Hayward Gallery while it’s real site on the Southbank undergoes a two-year renovation.
The building itself dates back to 1971 and is a landmark example of Brutalist architecture – the design trend that also brought us the Barbican – and stretches out along the Strand overlooking the Thames River. It was designed by Frederick Gibberd, a British architect who also designed the Liverpool Metropolitan Cathedral. While it was once the home of a big accountancy firm, it’s only in the last couple of years that fashion, arts and music brands have realised what a gem of a space they have on their hands in the middle of London. Jack White has played intimate gigs here, while Louis Vuitton turned it into a high-tech catwalk.
‘It’s not got a name, it’s kind of in-between-ist. It’s a liminal space’, Jefferson Hack told Business of Fashion recently. Whatever it is, you can bet the best days for 180 The Strand are ahead.