Sergio Rossi’s new concept store opens in London

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Following a Rome debut in November 2010, then Paris in February 2011. Sergio Rossi’s new store design concept unveils its British flagship at 207A Sloane Street, London.

A playful tribute to femininity and an alluring homage to the world’s emblematic screen icons, the Sergio Rossi London flagship store celebrates womanly beauty and power, with the shape of the furnishings Inspired by the high heeled shoe’s curvaceous silhouette. In collaboration with Sergio Rossi’s Creative Director, Francesco Russo, the London-based design company, Studioilse, translated the core values of the Sergio Rossi brand to make the new concept store.

Originally opened in 2007, this prestigious, Sloane Street destination offers a 55 square meter retail selling floor that invites the customer to two, distinct, voyeuristic, mise-en-scène to enjoy and try on the shoes. Symbolic of fetish and seduction, the Italian shoe made by Sergio Rossi is placed center stage in two contrasting areas of the store: the “Front Stage” and “Back Stage”. The “Front Stage” centers on a large, brass and glass sculptural display cases flanking an array of brightly-polished brass multi-level display cubes and a classical red velvet chaise longue. Infinite reflections luring customers in to slip on pumps and pull on boots within the boudoir setting. On walls, hung with pale, skin-toned curtains shoes teeter on invisible stands.

A black and white herringbone-pattern Italian marble floor picks up the click of heels. A cluster of brass lights hang at varying heights from the ceiling, a spectacular dressing room open to the public. In contrast to the “Front Stage”, the “Back Stage” offers a darker, more intimate setting for male / female seduction to be played out. A combination of dramatic furnishings and domestic comfort it is enveloped by deep blue walls of floor-to-ceiling curtains. A sweeping, voluptuous blue velvet curvy sofa sits perched on plush blue carpet layered with a zebra skin that beckons bare feet. Carlo Mollino’s “Ardea” chair invites a masculine spot to watch and wait. A corridor of Franco Albini-inspired étagères faces a floor-to-ceiling mirrored wall. Floor lamps create mysterious, shadowy pools of light adding to the privately voyeuristic atmosphere.

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