Nowness pop up corner at st martin lane hotel

“Brand extension, brand extension, brand extension”, it’s a mantra chanted in the halls of every company worth it’s salt – and the world of luxury publishing is no exception to the rule.

To celebrate both its first birthday and London Fashion Week, NOWNESS – the editorial face of LVMH – has joined forces with London’s St Martins Lane Hotel to present ‘The Front Room’.

The space features a sculpted bench designed by Amanda Levete for Established & Sons, from which visitors can watch a series of video projections.

The films, commissioned by NOWNESS, include an equestrian short starring Argentine polo star Nacho Figueras, shot by regular Esquire contributor Matthew Donaldson and Alison Chernick’s captivating close-up on our November cover star, James Franco.

NOWNESS at the Front Room will remain in situ until February 28. 10am – 6pm 45 Saint Martin’s Lane
Via Esquire.co.uk