The design of their first ever store is so flash that it changes on a whim; the rails move, changing rooms alter, plastic flowers appear magically from the ground... thanks to über cool designers KRD, the warehouse space is ever changing and evolving and it might not look the same twice. How modern is that?

This 'kinetic' store is a fun addition to Covent Garden's Floral Street, and fans of Full Circle, the innovative, individualistic, clothing brand would expect nothing less. Full Circle is, after all, nothing if not a clever brand for savvy stylish people - so it's about time Londoners got a proper shop to browse in - concessions just aren't the same.

The new store houses the full womenswear, menswear, Cult of Denim brand and accessories lines which are really worth taking a look at: think florals, cotton shirts, fun summer dresses and cropped jackets for girls and shirts, fine knits, casual trousers and khaki for boys, and much much more.

It's so damn cool you might want to buy it all... if you get to the counter in one piece, that is.

Full Circle - new concept store opens today
13-15 Floral Street, WC2