Hi.Fi x Ella Douglas Bring 'Second Service' AW26 to UNLOCKED Shoreditch
Hi.Fi London brought Central Saint Martins graduate Ella Douglas to UNLOCKED Shoreditch to shoot and present her AW26 capsule collection 'Second Service'. A branded white Ford F-150 truck with ELLA DOUGLAS across the door was driven straight into Studio 4 — our loading bay on Curtain Road. The result was something between an editorial shoot, a fashion presentation, and a cinematic moment. Industrial. Deliberate. Distinctly East London.
The loading bay was chosen for one simple reason: it didn't need to be transformed. The 4.5m high-clearance drive-in entrance meant the full-size branded F-150 rolled straight in without compromise — no disassembly, no workarounds, no creative concessions. The indoor-outdoor hybrid quality of the space — raw street-level access opening directly into a contained industrial interior — blurred the line between location shoot and controlled studio in exactly the way the collection demanded. Raw concrete walls. Exposed steel. No set dressing required. The architecture was already a set. The double doors provided instant cinematic framing for wide editorial shots, while controlled darkness and high-contrast light did the aesthetic heavy lifting throughout. And when the brief shifted from full group formations arranged around the truck to intimate solo portrait work, the space held both — without moving a single thing.
About Hi.Fi London
Hi.Fi London is a non-profit initiative founded by Liam Gleeson, creative director of Hidden Agency, built specifically to give emerging designers the kind of platform, production support, and industry access that traditional fashion week routes so often deny. Ella Douglas presented 'Second Service' under the Hi.Fi umbrella as part of LFW AW26, alongside previous Hi.Fi recipient Maximilian Raynor, who brought his own runway show to UNLOCKED the same season. This is an ongoing creative relationship — and one we're proud to be part of. Hi.Fi's mission maps directly onto what Unlocked was built to support: serious creative work, real production value, and emerging voices given the infrastructure to do their best work properly.
UNLOCKED Shoreditch at 118 Curtain Road has established itself as one of East London's most distinctive locations for fashion shoots, brand activations, editorial productions, and creative presentations. Studio 4 — the loading bay — is a specific asset unlike most spaces available in the city: 4.5m drive-in clearance, authentic raw industrial aesthetic, and the flexibility to hold an intimate single-model shoot day or a full production with a large cast and crew. It is the kind of space that doesn't need to be disguised or dressed. For brands, collectives, and independent creatives looking for a fashion shoot venue in Shoreditch that brings its own identity to the frame, this is it.
Looking to Shoot or Activate in Shoreditch?
Located at 118 Curtain Road in the heart of Shoreditch, UNLOCKED has hosted London Fashion Week presentations, global brand activations, and cultural events for emerging and established names alike. Whether you're an independent creative, a non-profit like Hi.Fi, or a major brand — our team will help you make it happen.