"Every piece tells a story. AO is where stories meet their scene."

AO is a limited-time cultural retail space located at 27 Soho Square, London. The project is jointly curated by a team of experienced professionals from the international fashion, art, and creative retail industries. It aims to become an unprecedented showcase platform in central London for Asian and global designer brands.

About AO

We believe that in this high-footfall location, commercial content driven by creativity and culture is the key to forging emotional connections between brands and consumers.

AO is committed to offering emerging brands, independent designers, and lifestyle labels aiming to enter the international market a stage that integrates exposure, sales, and storytelling. Through curated high-end retail, immersive displays, themed activations, and urban storytelling, AO reshapes the cultural perception and commercial value of Asian brands in London.

 

AO x 27 Soho Square

Located in the heart of London’s most culturally vibrant district, 27 Soho Square is a rare retail location with high foot traffic, artistic influence, and strong commercial value.

This project, curated by AO (Aseries of Space), operates on a 3–12 month cycle, activating a high-density cultural retail experience aligned with key moments such as London Fashion Week, winter holidays, art festivals, and the year-end retail peak. It provides a culturally rich sales-oriented platform for Asian and global brands.

We envision the space as a "fluid theatre":

  • Daytime: Retail stage — professional visual merchandising and sales support for curated product display

  • Nighttime: Storytelling stage — brand days, launches, salons, parties

  • Online: Communication stage — multilingual content creation and multichannel distribution

Every brand comes with a story and leaves with a market.

The Cultural Heart of the City

Soho Square lies at the intersection of fashion, arts, theatre, media, and design in central London, a place of rich cultural depth and consumer power.Within a three-minute walk from No. 27:

  • Key retail and buyer zones: Oxford Street, Carnaby, Regent Street, Dover Street Market

  • Media and creative headquarters: BBC, Condé Nast, Soho House, Netflix UK

  • Cultural landmarks: Palace Theatre, Royal Opera House, The Photographers' Gallery

  • High-density traffic hub: daily visitors include tourists, buyers, content creators, and local elites

Soho is not just a place – it’s a pulse.

Opening a store here is not just about sales – it’s joining the cultural rhythm.

AO naturally attracts attention from high-net-worth UK consumers, international design communities, buyers, and opinion leaders, enhancing the visibility of Asian brands within global cultural.

Cultural storytelling, Brand launchpad, Sustainable connection

We believe retail is not just about selling, but about expression. AO creates a creative-driven, culturally resonant, and commercially sustainable showcase environment to help brands truly "go global."

Cultural storytelling as commercial language

We help brands move beyond the product, using spatial curation and narrative design to communicate values, culture, and lifestyle.

A launchpad for Asian brands

Focusing on emerging Asian and global labels—especially Chinese original designers—AO provides direct access to London’s fashion and creative networks.

Curated retail as exploration

Replacing static display with monthly themes and seasonal cycles, AO invites consumers to re-enter the space again and again as cultural explorers.

Sustainable, authentic connection

We champion "less is more": carefully selected partners, minimal commercial overstatement, and emotional closeness with the right audience.

AO is a stage where brands are protagonists, each telling their own " Why me " story.

Atomicfield

Atomicfield

JEVALONDON

JEVALONDON

LaboutikSpace

LaboutikSpace

  • A flagship multi-brand store with £1M+ annual revenue, focused on Chinese designers and premium lifestyle products.

  • A creative agency serving global brands like Burberry and Tencent, providing high-end content creation and media reach.

  • A pioneer concept store in Southeast Asia, rich in cross-border retail experience and consumer insight.

Get started with AO, today.