LONDON — Jimmy Choo has expanded — in all directions — on New Bond Street with the opening of its biggest flagship worldwide on the site of its former store at No. 27.
David Collins Studio designed the interiors of the 2,160-square-foot unit, which is spread over three levels and showcases the full range of Choo merchandise, including fragrance and eyewear.
Unique to the space is a made-to-measure area in the basement and a bridal salon — with a skylight and a fully stocked marble-topped bar — on the upper floor.
“For me, this is ‘version one’ of Jimmy Choo — the rest were prototypes,” said Pierre Denis, the brand’s chief executive officer. “For me, it brings a sense of luxury — but it’s not cold. And it still keeps Jimmy Choo’s soft side,” he added during a walk-through.
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The ground floor stocks the fashion collection — handbags, gifts, fragrance and eyewear — while the downstairs is home to the classic 24:7 collection and made-to-measure. Next to the bridal salon upstairs is the Choo.08 collection.
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Later this year, a large-scale work by the Iranian-born artist Shirazeh Houshiary will be installed by the staircase, and will be visible from all three floors. It’s a helix shape from empty aluminum bricks and meant to recall the heel of a shoe.
The decor is luxe but warm, with gold mesh panels on walls and cabinet doors, a chandelier at the entrance dripping with burnished gold hoops and raw crystals, and gray-pink walls.
“I needed it to feel intimate, I needed it to feel like a house,” said Sandra Choi, creative director, seated on an oyster velvet seat in the bridal salon. “And I am obsessed by the metal mesh: It’s a blend of gold and silver. A very modern finish — it’s not just shiny.”
She also pointed to the Art Deco-inspired lights — delicate glass globes over the shelves — and the mirrors that can tilt in the area on the ground floor where the sunglasses are sold. “There are different zones to think, shop and play — a place you want to come with your girlfriends.”
London is the latest in a series of new-generation stores for the brand. The first opened in Beverly Hills in April.