In central London, the luxury of a garden enveloped by a bustling shopping area like Conduit Street has appeal all in itself. Giuseppe Zanotti, who is opening a new store in just such a location, is bringing the outside in and vice-versa, in a Georgian townhouse in Mayfair.
‘In order to enhance the fluidity of the transition between the inside and outside space, the interior black walls continue into the garden, creating a natural flow,’ explains Zanotti himself. ‘The green vegetation stands out against the black wall setting, with plenty of natural light further enhancing the greenery and elegant black bamboo.’
Elegance is a key attribute of this three-storey retail space, which Giuseppe Zanotti’s own team of architects, together with the Nuovostudio, has tailored to the Italian footwear label’s sculptural and bejewelled aesthetic, without losing sight of the historical value and original layout of the Grade II listed building.
As this new store will be the first to offer all of Giuseppe Zanotti’s collections under one roof in London – women’s and men’s footwear and bags, ready-to-wear collections, jewellery, bridal and the newest line, Giuseppe Junior – the overarching idea was to ‘[allude] to the flair of merging the classical with the modern’.
Walls are draped in white boiserie and marble with brass detailing, and many original features have been retained. ‘A range of free-standing fixtures allowed [us] to keep interventions to [a] minimum’, says Zanotti, who credits the collaborative teams with ‘creating a sophisticated atmosphere and giving a nod to a distinctive Italian style’.
Large floor-to-ceiling windows and a skylight that beams down on an imposing staircase illuminate the third floor’s dedicated showroom and event space with natural light, down to the first two floors. Both house a relaxing lounge and a foyer in addition to the collections.
Throughout the flagship, ‘a more contemporary spirit coexists with the historical character’, says Zanotti, revealing his aim to create ‘a scenographic impression to surprise and delight our customers’.