JIMMY CHOO has opened their expanded and renovated New Bond Street store recently. Accommodating three floors, the new store heralds the first Jimmy Choo Townhouse in the brand’s London home and continues the global unveiling of the new store concept designed in partnership with the David Collins Studio. The new 200 sqm store encompasses the whole world of the Jimmy Choo woman including eyewear, sunglasses, small leather goods, soft accessories and fragrance. The renovation has also revealed the original terracotta façade which has been restored to its former glory. Acting as the architectural stiletto of the store is a stunning marble staircase that winds up through the space connecting the three floors.
The new global store design concept achieves modern glamour through the elegance of materials and sophistication of design rather than ornament. Soft-hues and subtle textures layered with shimmering surfaces create depth of detail, reflecting the dynamism and creativity of the Jimmy Choo product. Signature palettes of satin gold, rosa egeo pink marble and mink velvets tone with the oyster stone and mother of pearl chevron floor. Woven mesh in metallic finishes and spherical glass chandelier pendants grant the space an inviting allure, while product is presented in luxurious display concepts.
There is a dedicated area for the recently launched Made to Order service offering clients a customised service across Jimmy Choo’s signature silhouettes, such as the ANOUK pointy toe pump and the strappy sandal LANCE in various heel heights and a myriad of colours and fabrics. The VIP room on the first floor focuses on evening, bridal and red carpet styles. This area stands out from the rest of the store with its own palette of materials comprising gold, mother of pearl and brass detailing throughout, a dégradé carpet and a large roof light will be centred above the space. The room features a Champagne bar catering for private events, VIP appointments and personal shopping experiences.
On the first floor, there is a dedicated room for the newly launched CHOO.08o collection. Decorated in slightly darker palette with a more edgy feel it reflects the urban mood of the collection. There is a black lit alabaster ceiling, custom furniture and a large window overlooking New Bond Street.
“I wanted our new space to be a luxurious environment that would combine the refined detail of an haute couture salon with the intimacy of a fantasy closet. David Collins Studio has the ability to create incredible spaces that are glamorous, sophisticated and yet extremely comfortable, and I knew that they would be able to translate my vision to our new retail design.” Sandra Choi, Creative Director, Jimmy Choo.
To celebrate the new store, Creative Director Sandra Choi has designed a limited edition Candy bag. The signature party-ready acrylic clutch is printed with an image of the whimsical and quintessentially British red phone box on the front of the bag reinforcing the brand’s London roots.