The opening of designer Roksanda Ilincic's first store, on London's Mount Street, also marks the label's new snappier 'Roksanda' rebranding. With an architecture and applied arts degree behind her, the Belgrade native's debut retail proposition joins a flock of new fashion flagships that are putting high-design building materials on show as keenly as their wares. Ilincic worked in partnership with good friend, British architect David Adjaye on the project, and the result is a textural marvel, from the store's monochromatic, terrazzo floor to the brass racks that zigzag down the centre of the Grade II listed building. Tiers of pebbly cement define the interior walls, with floating accessory shelves jutting out at random intervals, as angled mirrors bounce natural light from the space's freshly planted back courtyard.
If the townhouse has a slightly Brutalist vibe upstairs, then downstairs defines the brand's feminine underbelly. Comprising a VIP entertaining salon, spacious fitting rooms and an all-blue guest bathroom, the lower floor is where Ilincic has played with floor-to-ceiling colour. Blush pink melts into Bordeaux and then aubergine, as plush carpeting meets felted walls (one of the designer's preferred fabrications). Given Ilincic's reputation for contrasting bold and muted tones to great graphic success, colour has similarly been used as a clever spatial separator - a splash of chartreuse curving out the store's downstairs children's corner that houses her Blossom line.