La Perla
Old Bond Street, London: five-storey building welcomes the new La Perla boutique. La Perla is opening a new boutique in London on the most prestigious street in the capital. The five-storey building at 9 Old Bond Street is home to the new flagship store, showroom and the company’s UK headquarters. The spaces dedicated to the 150m2 boutique, spread over three floors, have been created around the design concept of Italian Architect Roberto Baciocchi, who is also responsible for all the new-look Prada, Miu Miu and Church’s stores.
Baciocchi has taken inspiration from great Italian architecture for the La Perla concept, and this blends harmoniously with the English style of the building itself, which retains traditional features like the internal wooden staircase and fireplaces on the third floor. These details enhance the refined and intimate atmosphere of the boutique, which plays with the soft, dusty colours of the walls dressed with fabric painted in a range of ultra-feminine shades from pale blue, through dusky pink to daffodil yellow. Severity and softness meet with the large hexagonal Portuguese marble slab flooring alongside the rugs and silk armchairs in the same pastel colours as the walls.
The arch is one of the distinctive architectural elements of Italian art and here it becomes a backdrop lined in pink onyx inside the window, divided into three niches. Inside the boutique, the La Perla creations are displayed in transparent cases with gilded metal hangers or presented to customers on velvet-lined trays.
The second floor of the new boutique is an espace privé, dedicated to VIP customers, where they can access exclusive services such as the new Made to Measure collections. Baciocchi has played with soft indirect lighting effects, filtering the brightness of the LED lamps positioned in the wooden beams through a veil of tulle. The amethyst-coloured walls of the fitting rooms are shaped by backlit tulle panelling. This space is defined by a gateway and devoted to intimacy, creating an exclusive area where femininity reigns. This concept is underlined by the metal grate feature that recalls ancient confessionals, and a “Service” bell to call a member of the sales staff.
The opening of this flagship London store, which complements its historic counterpart in Sloane Street, is an important stage in the expansion project of the retail arm, considered to be a benchmark in the great La Perla international relaunch. Entrepreneur Silvio Scaglia, who led the acquisition of the company by the holding Pacific Global Management in June 2013, states that: "We want to really focus on strengthening the retail network, on which 80% of the company’s revenue depends today. The boutique in Old Bond Street is the feather in La Perla’s cap, which will be followed in just a few months by the opening of the new store in Rue de Grenelle in Paris, two stores in Shanghai and new openings in the U.S. in Atlanta and San Francisco. The Architect Baciocchi’s project perfectly expresses the spirit of the atelier – the most precious element of La Perla’s heritage, so much so as to become our guiding concept. That’s why we are also renovating several existing boutiques with this new look, including those in Hong Kong and New York."
www.laperla.com
16.07.2014
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