Pharrell Williams‘ Billionaire Boys Club (BBC) and Icecream clothing label now have a mono-brand home in Europe: at the end of last month, the third global BBC/Icecream flagship store opened its doors in London,  after outposts in New York (2007) and Tokyo (2012).

The 80sqm store in SoHo was designed by Japanese agency Wonderwall. It is divided into two spaces: one hosting the BBC line in a space-like environment and one with a retro American ice-cream place feel that hosts the Icecream label. The flagship also stocks many of Pharrell’s countless collaboration projects with brands such as Adidas, Comme des Garcons etc. As an exclusive, the store currently carries 1,000 limited copies of the book ‘This is not a toy’ on the art of conceptual toys.





BBC/Icecream Flagship store
36 Marshall Street
W1F 7EY
London UK