Nowness "pops-up" on St Martins Lane

“Brand extension, brand extension, brand extension”, it’s a mantra chanted in the halls of every company worth it’s salt - and the world of luxury publishing is no exception to the rule.

To celebrate both its first birthday and London Fashion Week, NOWNESS – the editorial face of LVMH - has joined forces with London’s St Martins Lane Hotel to present ‘The Front Room’.

The space features a sculpted bench designed by Amanda Levete for Established & Sons, from which visitors can watch a series of video projections.

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The films, commissioned by NOWNESS, include an equestrian short starring Argentine polo star Nacho Figueras, shot by regular Esquire contributor Matthew Donaldson and Alison Chernick’s captivating close-up on our November cover star, James Franco.

NOWNESS at the Front Room will remain in situ until February 28. 10am – 6pm 45 Saint Martin’s Lane