Glossary

Guerilla Store refers to a type of store, an alternative concept in retailing wherein a store is opened at an alternative locations for just a year and then re-opens again somewhere e lse, meaning the store moves regularly to different locations. Using often a location which is temporarily empty is part of the concept of Guerilla Store - "to re-use what is not in use"

In 2004, Comme des Garcon "Guerilla Store" concept was introduced to the public, with their first store opened in Berlin. The stores provided the public with a brief, "temporary" fashion outlet experience where the store design is overlooked and instead, there is more emphasis on the actual store merchandise. While other well-known brands/labels opened and built big flagship stores mostly in fashion capitals, Comme des Garcons (CDG) opens and operates Guerilla Stores at alternative locations for just a year and re-opens them somewhere else. CDG set up their first shop in East Berlin, then next in Barcelona and Singapore. Guerrilla shops have also popped up in Ljubljana, Reykjavik, Athens, and other cities around the world. Each shop stays open for one (1) year only, and advertising is limited to posters and word-of-mouth. The locations for these CDG hit-and-runs are always in gentrified neighborhoods - the new Williamsburgs or Hoxtons of the world's emerging cities, like in Beirut, Warshaw, and Athens.