LONDON — The first new-generation Chloé store opened here Saturday, and it’s a blend of rough and delicate, sweet and edgy.

Designed by Chloé’s artistic director Phoebe Philo and the London-based architect Sophie Hicks, the store spans 3,024 square feet and is at 152-153 Sloane Street.

The overall mood is airy and feminine, with white marble floors, plywood walls, and track lighting, the intensity of which changes with the time of day and season. Tables are fashioned from pink Italian marble and gold-plated brass, while shelves are made from thin slices of the marble bonded to glass.

"I wanted the architecture to reflect the fashion and all of its contrasts," Philo said. "I also wanted to emphasize both modernity and tradition."

The dressing room entrance is a curtain of gold beads — like the beads on the latest Chloé handbags for spring — and the rooms themselves are lined in black satin, giving a glamorous, 1950s feel.

The tall lamps on the main floor are ones that Philo found herself in Paris flea markets while the white leather sofa — which could double for a daybed — is meant to give the room a welcoming, comforting feel.

The windows facing the street are big, with bronze Chloé signs on them. And the front door boasts a wild, galloping horse — which, incidentally, isn’t the new Chloé logo. "I love to ride and I wanted something that would look edgy and a little out of place," she said.

Over the next year, other stores will open in Monaco and Tokyo, while both the Chloé corner at Harvey Nichols and the Paris store will be refurbished.

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