What began in 2011 as a luxury eyewear pop-up store has transformed in three short years into one of the coolest spots in the retail playground that is Soho – WOAW, the lifestyle concept from Kevin Poon, opened late December with a star-studded opening party (rumour has it Jay Z’s DJs provided the soundtrack for the event). Now occupying prime shopping position on charming Gough Street, WOAW offers a unique edit of fashion, design and accessories, plus of course the signature eyewear selection that first put them on the fashion map.
The shop’s name is an acronym for ‘World of Amazing Wonders’, and the inventory spread over the two-floor boutique is essentially a curated collection of Poon’s global finds. Early favourites include functional but stylish backpacks by Canadian brand Herschel Supply & Co., edgy stationery by New York-based letterpress Terrapin, minimalist décor from Japan’s Kyouei Design, and funky accessories by Parisian label Yazbukey. The shop is also chock full of gift ideas: for the shutterbug in your life there are refurbished Polaroids by Impossible Project; techies will love the printed iPhone cables by Eastern Collective; and the ‘Ostrich Pillow’ is a guaranteed laugh.
11 Gough St / Soho / +852 2253 1313 / daily / woawstore.com