LONDON — Jimmy Choo has expanded — in all directions — on New Bond Street with the opening of its biggest flagship worldwide on the site of its former store at No. 27.
David Collins Studio designed the interiors of the 2,160-square-foot unit, which is spread over three levels and showcases the full range of Choo merchandise, including fragrance and eyewear.
This story first appeared in the September 15, 2014 issue of WWD. Subscribe Today.
Unique to the space is a made-to-measure area in the basement and a bridal salon — with a skylight and a fully stocked marble-topped bar — on the upper floor.
“For me, this is ‘version one’ of Jimmy Choo — the rest were prototypes,” said Pierre Denis, the brand’s chief executive officer. “For me, it brings a sense of luxury — but it’s not cold. And it still keeps Jimmy Choo’s soft side,” he added during a walk-through.
The ground floor stocks the fashion collection — handbags, gifts, fragrance and eyewear — while the downstairs is home to the classic 24:7 collection and made-to-measure. Next to the bridal salon upstairs is the Choo.08 collection.
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.
The decor is luxe but warm, with gold mesh panels on walls and cabinet doors, a chandelier at the entrance dripping with burnished gold hoops and raw crystals, and gray-pink walls.
“I needed it to feel intimate, I needed it to feel like a house,” said Sandra Choi, creative director, seated on an oyster velvet seat in the bridal salon. “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 also pointed to the Art Deco-inspired lights — delicate glass globes over the shelves — and the mirrors that can tilt in the area on the ground floor where the sunglasses are sold. “There are different zones to think, shop and play — a place you want to come with your girlfriends.”
London is the latest in a series of new-generation stores for the brand. The first opened in Beverly Hills in April.