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".
The aesthetic vision of Kawakubo and Joffe was markedly different from conventional high-end department stores. Over time, Dover Street Market has collaborated with various art institutions such as the Frieze Art Fair, the Michael Hoppen Gallery, and the Institute of Contemporary Arts (ICA) to exhibit artwork within the store. Kawakubo referred to Dover Street Market as "beautiful chaos."