transgression. Dazed Digital: What your first thoughts in designing this space? David Collins: Savile Row represents the need to embrace skills and craftsmanship whilst still provoking change. I was aware of the connection Lee had with Savile Row and I wanted to ensure that I designed a concept with Sarah Burton that reflected this. DD: Do you have any favourite details? David Collins: It was important to respect Lee's legacy whilst recognising the energy of change brought about by Sarah Burton's appointment. I was obviously inspired by Savage Beauty -- but I wanted the obsessions of McQueen; anatomy, nature, fetish, sexuality, to be subtly hinted at in the details of the plaster panels which at first glance seemed conventional but reveal the world of McQueen. DD: What does brand embody for you? David Collins: McQueen never loses sight of beauty in its aesthetics so it was important that the shop should not look too "of the moment" which is why the McQueen pursuit of proportions, detail, execution and craftsmanship is timeless and the art installation is constantly renewed under the curatorship of Sadie Coles who was a friend of Lee and Sarah. DD: You previously worked on the McQ flagship, in Dover Street. Is it rewarding to work across the different facets of the house, creating environments for each? David Collins: It was fascinating and challenging to create two worlds for McQ and Alexander McQueen as the former is not perceived as a 'second line' but a brand within a