Although their bigger brother, A&F, has done this type of store before, this really does challenge everything you think a shop should be.

From the outside it looks like a cross between a Chinese restaurant and a colonial house in New Hampshire. It certainly doesn’t look like a shop. Almost to the point you might miss it.

Inside, well its pretty much pitch black! A cross between hiking through the jungle at night and attending London fashion week is a surreal place to be on a Tuesday morning. Nevertheless it captures your attention if only by tripping you up on your way round.

Did it work? Well, we didn’t buy anything but we are talking about it…

A crazy store and hopefully its craziness will be their success.