Jimmy Choo's remodeled store on Rodeo Drive in Beverly Hills
REDESIGN ON RODEO
New Choo in the City
Luxury footwear brand Jimmy Choo unveiled its newly remodeled and expanded store on Rodeo Drive in Beverly Hills.
Designed by London-based architecture firm David Collins Studio, the new split-level studio features the entire Jimmy Choo collection of women’s and men’s shoes, bags, eyewear, sunglasses, small leather goods, accessories and fragrance.
The luxe space was designed to evoke “the refined detail of a haute couture salon” and “the intimacy of a fantasy closet,” said Jimmy Choo Creative Director Sandra Choi. The space features pink marble, “mink” velvets and an oyster stone and mother of pearl chevron floor.
“We are thrilled to be launching our new store concept in Beverly Hills; it was one of our original locations and the brand has always had a strong affinity with Beverly Hills,” said Jimmy Choo Chief Executive Officer Pierre Denis. “This marks the first of a busy year of US openings over the course of 2014.”
The Beverly Hills store will also offer the company’s new Made to Order service, which is presented in the store in display chests meant to resemble cabinets of curiosity and Art Deco steamer trunks.
The new retail design will be rolled out to Jimmy Choo stores in Vienna, Las Vegas, Dallas, London, Toronto, Macau and Tokyo.
To celebrate the Beverly Hills opening, the company designed a limited-edition “party-ready” acrylic clutch printed with the words “BLAH, BLAH,” set in a style meant to reference the initials for both Los Angeles and Beverly Hills
“Beverly Hills has always felt like one of our spiritual homes; it is where Jimmy Choo’s reputation for red carpet style was born. I wanted to create a bag that showed the fun, laid back side of LA whilst playing with words to create a unique design to celebrate our new store,” Choi said. “Whenever I travel to LA I say I am off to ‘La La land’, this witty and endearing British reference inspired the design.”
