If you want to create a store that combines the ’refined detail of a haute-couture salon with the intimacy of a fantasy closet’, David Collins Studio would seem the smart way to go. That’s certainly the way Jimmy Choo creative director Sandra Choi went for the brand’s expansion and renovation of its New Bond Street flagship store.
And she’s clearly got what she wanted. Tagged the first Jimmy Choo Townhouse, the now three-storey, 200 sq m store carries the entire Jimmy Choo womenswear range, which stretches through eyewear, sunglasses, small leather goods, soft accessories, fragrance and, of course, shoes.
David Collins Studio has already worked on two new store concepts for the brand: Rodeo Drive in Los Angeles and Vienna, both of which opened earlier this year. But the designers have been given more space to operate in with the New Bond Street store: the brand’s largest. As well as the inevitable VIP area, complete with champagne bar, and a dedicated space for the brand’s new made-to-order service, the store similarly includes a distinct space for the newly launched Choo.08 collection. The renovation also encompasses the restoration of the building’s original terracotta façade and the installation of a dramatic new twisting marble staircase, finished in highly polished plaster.
