Jimmy Choo opens London flagship

Luxury apparel retailer Jimmy Choo opened its largest flagship store on New Bond Street in London. The upgraded shop is located at No. 27, the site of its former store.

David Collins Studio designed the interior of the iconic fashion brand's 2,160 sq. ft. space, comprising three levels sporting shoes, fragrances and eyewear, among other merchandise, reported Women's Wear Daily.

The store's walls and cabinet doors are lined by gold mesh panels, the walls will be colored grey and pink, and a chandelier adorned with gold hoops and raw crystals will greet visitors at the entrance. 

Art will also play a part in the design, including a sculpture by Iranian-born artist Shirazeh Houshiary. The sculpture will be made of empty aluminum bricks and will be intended to resemble the heal of a shoe. It will be located at the bottom of the staircase connecting all three floors and is scheduled for installation later this year.

Some of the highlights of the new store include a made-to-measure area and a bridal salon—complete with a skylight and a fully stocked marble bar.

"For me, this is 'version one' of Jimmy Choo—the rest were prototypes," Pierre Denis, Jimmy Choo's CEO, told Women's Wear Daily. "For me, it brings a sense of luxury, but it's not cold. And it still keeps Jimmy Choo's soft side."

Made-to-measure along with the 27:7 collection are located in the basement area, the first floor holds the classic fashion collection, and upstairs functions as the bridal salon and berth of the Choo.08 collection.

Jimmy Choo is the latest among retailers looking to create unique architectural space and lifestyle experience for flagship stores. Last week, Urban Outfitters (NASDAQ:URBN) announced a "his and hers" flagship in Westwood Village, California, that features a photo booth, vintage record shop and a bookshop.

For more:
-See this Women's Wear Daily article

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