The London based design-led department store celebrates its 10th birthday this week.

The iconic store opened by Rei Kawakubo in 2004 is celebrating 10 years of curating the very best in fashion.

The converted office block now stands tall with 1,200 square metres spread over six floors in a prime retail location in London's Mayfair.

The name is somewhat deceptive, much less a market and rather more a fine emporium celebrating the very best in luxury fashion and lifestyle exhibited in the most creative format.

Unlike the rather more stale London department store environments, DSM (as it is more commonly known) undergoes 'tachiagri' every six months; literally translated as new beginnings, where the store is closed for several days and the retail spaces reinvented.

The store reopened this week after its latest makeover with a series of changes to celebrate a decade in the business. A transformed basement and second floor, an extension to the Rose Bakery. A larger space for the new autumn/winter collection by Louis Vuitton and a dedicated NikeLab. Plus four new eye-catching fitting rooms designed by artists. 

The window display will feature Nicolas Ghesquiere's first Louis Vuitton collection followed by a Phoebe English display from September 15th.

A series of events will take place each week, hosted by different designers where each will design their own space.

The Dover Street Market store in Mayfair is thriving

In addition to the in store events a special collection of 10th anniversary products are for sale which will be sold on market stalls situated throughout the building and many of the store's designers will be selling one off products.

DSM 10th birthday Undercover space

Simone Rocha, Giambattista Valli, Rick Owens, Craig Green and Phoebe English are some of the designers who have made exclusive special edition products.