Palace Opens a New London Shop at 8 Poland Street in Soho on November 5

Palace has a new shop in London. The brand's Instagram post on October 27 calls it "The New London" and gives the address and the day: 8 Poland Street, Soho, London W1F 8PX, opening on November 5. The poster that goes with it sets "No. 8 Poland Street" in tall white letters, with the 8 drawn as a looped ribbon printed with "PALACE".

The post is the last of a run of teasers. Palace first showed "The New London" in mid-October as "coming soon", then gave the date on October 20 and the address a week later. It hasn't said what the shop will stock, whether anything is being made for the opening, or what time the doors open.

Where it started

Palace is a London brand, and London is where it opened its first shop of its own: 26 Brewer Street in Soho, which opened in April 2015. That shop has now closed: Palace's own London shop page says "Brewer Street shop now closed" and points to its Dover Street Market concession and its online store until the new one opens. The new address keeps it in Soho, and the poster carries the same phone number Palace lists for Brewer Street.

It isn't Palace's only new space in the city, either. A year ago it opened Manor Place with Nike, a London hub for sport and community that marks its first year this week with an anniversary collection out October 30.

The read

The name says what it is. "The New London" is a replacement, not a second shop: Brewer Street is shut, and Palace hasn't said when it closed. Eleven years on, the brand's London door stays in Soho, a short walk from the first. We'll add what's inside once Palace shows it.