Christian Lahoude Studio designed the new dual gender Jimmy Choo boutique on Greene Street in New York City’s historic SoHo shopping district, the brand’s first downtown. An original façade of glass, cast iron and industrial steel gives way to an adaptation of the Jimmy Choo interior concept specifically crafted to reflect SoHo’s extraordinary architectural, cultural and artistic spirit. Rather than traditional rooms dedicated to women’s and men’s collections, the SoHo location features a continuous open floor plan that extends across 1,325 square feet. The Studio defined the main areas of the store, without the use of “opaque” barriers, by designing curved displays and seating arranged to establish two consecutive circular footprints, which along with a large skylight that floods the space with natural light, draw the customer towards the back of the store. There, in a nod to Soho’s artistic heritage, the visitor will discover a dedicated exhibition space comprised of a sunken glass mezzanine and gallery wall, which will be used as a canvas to house art installations and creative collaborations. The first artist to be featured is Fabien Illiou, whose anamorphic artwork plays with the brand’s signature strappy stand and red carpet stalwart, Lance.
The Studio’s new window display features concrete steps that hold pedestals to draw shoppers inside. Italian marble finishes and gold ceiling ornamentation contrasts the high ceilings, utilitarian polished grey concrete flooring and exposed mechanical and hvac details that give the space a raw loft-like feeling true to the neighborhood. An alluring backdrop for the product is created using a color palette of soft greys and subtle shimmering surfaces and the flexible fixture design within the store allows for the product to be displayed in various combinations.