BRAND: JIMMY CHOO
Type: Freestanding Store
Location: Boston, Massachusetts
Size: 1970 square feet / 183 square meters
The objective of the Boston location was to adapt the concept of the Jimmy Choo SoHo store interior in New York City. Rather than traditional rooms dedicated to women’s and men’s collections, the Boston location features a continuous open floor plan and defines the main areas of the store through curvilinear displays and seating arranged to establish two consecutive circular footprints. The Studio sought to combine customer programs in order to accomplish something more than displaying the product, but to create an overall seamless lifestyle.
The lightweight metallic structure of the display shelving and the open plan provide a transparency from the store entrance to the back. The curvilinear forms of the circles add fluidity to the space and emphasize important moments for the customer to stop and experience. The Studio has developed a refined materiality, widespread across store locations, that includes translucent and reflective surfaces in order to distort reality. The Studio sought to separate the customer from the outside world and immerse them in the luxury world of the brand.Lightboxes on either side of the store entrance are utilized to invite the customer inside, and further guide them to either women’s or men’s. The store layout, including curvilinear circulation, reflects the Studio’s intent to create a journey through the store that is more organic and fluid.