But that’s exactly what Opening Ceremony (a shop, not the event) has done. The American fashion brand has set up a temporary home in Covent Garden, and will be moving two doors down to its permanent home in October.
It’s been running since 2002, but this is its first European base. Split over two levels, it stocks a colourfully diverse range.
Expect to find exclusive 2012 Olympic-themed ready-to-wear items and accessories, as well as Barton Perreira sunglasses in gold, silver or bronze, animal-print ponyskin Keds and Opening Ceremony own-label cat sweaters.
And it’s decent if you’re on a budget, with items starting at just £2, but going up to a whopping £2000. Go and check out what’s on offer before the suits at Locog catch on to them.
Open Until October 15
31-32 King Street, WC2E 8JD
Tube | Leicester Square