La Perla’s wave of distinctive new stand-alone store openings has peaked in Hong Kong overnight, where the Italian luxury lingerie brand unveiled its latest flagship.
The design concept, inspired by classic Italian architecture and the fine tulle associated with the brand's fine corsetry, has already been rolled out in London, New York, and Milan as part of a strategic relaunch led by La Perla's new owner, Italian entrepreneur Silvio Scaglia's Pacific Global Management, who acquired the company in 2013.
Since then 17 stores have been refurbished and 33 new boutiques, large enough to showcase the full lifestyle range for both men and women, have been opened. This is a significant investment, especially in Asia where China's economy is decelerating. La Perla Asia Pacific managing director Chiara Scaglia, however, says she is confident that the region will remain a key area of growth.
The new-look interiors have been entrusted to Italian architect Roberto Baciocchi who has introduced a classic yet contemporary visual aesthetic focused around Italian arches and a soft lilac and blue palette. 'The arches are an architectural and structural element but are still very soft here, like the lighting,' he says.
In the 600 sq m four-storey Hong Kong flagship, areas dedicated to La Perla's lingerie, sleep and lounge, swimwear for women are a comforting cocoon of light marble, velvet and curvaceous furniture. Meanwhile, the space showcasing the men's collection of cashmere loungewear, swimsuits and silk pyjamas features a darker masculine palette of Grigio Carnico Italian marble and indigo blue tones.
All the store's furnishings and display units – understated steel frames atop a glass base or transparent cabinets – were designed by Baciocchi who has previously created interiors for Prada and Miu Miu (featured in our W* 174 'Architects of Fashion' showcase). The designer's attention to detail extends to elegantly simple brushed steel clothes hangers and the spacious dressing rooms featuring soft backlit tulle-inspired steel mesh walls and retro-style microphones for summonsing assistance.
Part of the new store debut is La Perla's exclusive Made to Measure service on offer within the fourth floor private boudoir with an exclusive range of demi couture pieces like a bandeau bra from the Cristallo Nero Collection featuring fabric created by hand-weaving thousands of sleek black Swarovski crystals onto individual threads. Alternatively, have your lingerie custom-fitted, monogramed with 24 carat gold thread, and personalised with a diamond clip.