Former White Cube gallery space becomes HQ of fashion e-tailer Lyst.com Proving that fashion e-tail is the new modern art, the Hoxton Square former home of White Cube gallery is the new home of Lyst.com Ten years ago, London was in thrall to the YBA's - Damien Hirst, Tracey Emin, Sarah Lucas et al - and the centre of the scene was White Cube gallery in Hoxton Square. Today, modern art doesn't feel quite so modern. A new generation of zeitgeist-defining artists has conspicuously failed to materialise and Old Street has become more famous for its internet start-ups than its maverick installation-makers. This makes today's news that the old White Cube is to become home to one of the newest fashion e-tail start-ups feel rather inevitable. That company is Lyst.com, an attractively-designed fashion aggregator that allows users to browse the buys of their favourite designers across multiple retailers. The company will move into the White Cube - now renamed Lyst Studios - soon. Promisingly, a statement from Lyst today said that it would continue to use the building as an exhibition space - "to highlight London's rightful place as the leader in fashion technology globally."