Opening in a retail climate that seems funereal on a global level, Damien Hirsts latest incarnation of artful commerce is wired to entice any repressed urges to spend.

Hard as it may be to imagine of something Hirst-related, the second branch of his London store Other Criteria, at 14 Hinde Street, has an understated feel, at least when compared to its posh older sister store on New Bond Street in Mayfair, adjacent to Sotheby’s. Other Criteria offers limited-editions, multiples, jewelry, clothing, photographs, and books, and it is part of a publishing company of the same name founded by Hirst and business partners Hugh Allan and Frank Dunphy in 2005 to promote emerging and established artists ranging from Ashley Bickerton to Hirst himself.

A quick tour of the Hinde Street premises on a snowy Thursday turned up both familiar and surprising finds. Experiencing the brick-and-mortar reality isn’t really necessary, however, since everything (at both locations) is also available for purchase on the newly tweaked Web site.

But being there did allow me to hear the lilting Italian accent of sales assistant and freelance art critic Susanna Bianchini, who emphasized that “every work Other Criteria releases is the best quality possible, and they pay attention to every detail.”

“The object of the company is to create an original object that sometimes mingles with design,” she said with behind-the-counter conviction.

Click on the photo gallery at left for deals and disappointments at Other Criteria.

Judd Tully is Editor at Large of Art+Auction.