Spreading out in a big way, Jimmy Choo has opened its largest flagship store across the world in London. Located at the site of its former New Bond Street store, it features the new store concept which was first seen in Choo’s flagship at Beverly Hills.
Designed by David Collins Studio the interiors span over 2,160-square-foot. Rising up to three levels, the Jimmy Choo London flagship showcases the complete range of merchandise, including fragrance and eyewear. The British fashion house has upped the uniqueness notch by reserving a made-to-measure area in the basement and a bridal salon on the upper floor with skylight and a fully stocked marble-topped bar.
More fashion products like handbags, fragrance, eyewear and gifts can be seen on the ground floor. One level lower takes the shoppers to the paradise of the classic 24:7 collection. The basement also reserves a made-to-measure section. The Choo.08 collection can be found next to the bridal salon on the first floor.
Apart from the products, the store oozes of glamour with luxuriously designed interiors. The gray-pink walls as well as the cabinet doors are clad with gold mesh panels. An eye-catching chandelier dripping with burnished gold hoops and raw crystals hangs down from the ceiling at the entrance. Fitted with Art Deco-inspired lights, the decor also gets a touch of playfulness with delicate glass globes over the shelves and the mirrors that can tilt in the area on the ground floor where the sunglasses are sold. WWD reports that later this year, a large-scale work by the Iranian-born artist Shirazeh Houshiary will be installed by the staircase, and will be visible from all three floors. It’s a helix shape from empty aluminum bricks and meant to recall the heel of a shoe.
Pierre Denis, the brand’s chief executive officer, praises the new UK flagship, “For me, this is ‘version one’ of Jimmy Choo — the rest were prototypes.” He also added that, “For me, it brings a sense of luxury— but it’s not cold. And it still keeps Jimmy Choo’s soft side.”
Seated on an oyster velvet seat in the bridal salon, Sandra Choi, creative director, states, “I needed it to feel intimate, I needed it to feel like a house. And I am obsessed by the metal mesh: It’s a blend of gold and silver. A very modern finish — it’s not just shiny.” She added that it’s designed to lure divas to come with their girlfriends and have fun while shopping.