Opened in September 2004, Dover Street Market is a 1200 square metre store in the centre of London, conceived by Rei Kawakubo of Comme des Garons. It was initiated as a fresh approach to the upmarket retail environment. The store covers six floors in a converted Georgian building in Mayfair and houses all the Comme des Garons brands. Alongside these sit other specially selected designers and artists. In keeping with the Dover Street Market concept, design houses are left the freedom to determine their own brand spaces within the store, whilst artists, film and theatre designers are frequently invited to intervene in existing spaces. There are no set criteria for Dover Street Market; the diverse arrays of collections include established labels and emerging talents, through to traditional products that transcend fashion. The most important underlying factor is that every brand has a strong vision and something original to say. Its reputation as a destination for like minded shoppers is enhanced by the surroundings which consist of interior spaces that appear unfinished, which is deliberate and thought provoking.