The aesthetic direction that Kawakubo and Joffe had in mind was a very unorthodox approach compared to how usual high department stores looked like. With their particular direction in mind, Dover Street Market over the years has collaborated with the Frieze Art Fair, the Michael Hoppen Gallery, and the Institute of Contemporary Arts (ICA) to showcase work throughout the store. Kawakubo described Dover Street Market as "beautiful chaos".
Kawakubo and Joffe aimed for a highly unconventional aesthetic that differed significantly from typical high-end department stores. Over time, Dover Street Market has partnered with the Frieze Art Fair, the Michael Hoppen Gallery, and the Institute of Contemporary Arts (ICA) to present artwork within the store. Kawakubo characterized Dover Street Market as "beautiful chaos."