On Motcomb : Motcomb St, Chelsea.

ON Motcomb is the latest addition to the fashion scene on Motcomb Street. A show-stopping new boutique, it is the first London store to exclusively stock women’s eveningwear and gowns with some pieces created exclusively for the shop. Step inside the store and be dazzled by the masterpieces on display; dresses here can cost anything from £2,000 to £65,000 and beyond. Some gowns are so exquisite that they’ll never make it to the shop floor and are only shown to select clients.

Designed by interiors designer Ammar Bashir, the minimalist, all-white store has the effect of an art gallery with couture pieces curated for the fashion curious. Downstairs the changing rooms are a sight to behold – larger than the average London flat you could spend the whole day lounging in fashion land. The boutique is devoted to evening wear by Balmain, Carolina Herrera, Elie Saab, Erdem, Giamattista Couture, Valli Couture, Marchesa and Zac Posen.

There's a great review of this project on the Dezeen website -great photos and details of the shopfit and fitting areas.