The Paris retail store of luxury brand Jimmy Choo at 34 Avenue Montaigne has been transformed into a highly secured vault in collaboration with architects Crosby Studios.
The brand’s shoeboxes were transformed into a vault-inspired space by Harry Nuriev, founder and creative director of Crosby Studios. By highlighting the warehouse space, Jimmy Choo is inviting its customers to get to know “the inner workings of the brand,” Jimmy Choo said Monday.
To bring the vault look of the temporary retail space to life, Jimmy Choo shoe boxes line the walls. These are complemented by a golden seating area, velvet elements and many mirror units.
“I took inspiration from shoeboxes and took the idea of storage space by bringing the back of the house to the front of the store,” says Nuriev. “I love transforming and displaying unusual objects. For the color palette of soft gray and gold, I was inspired by the brand’s early designs. I also liked the idea of a secret room or creating a space that shouldn’t be seen as a retail space.”
The revamped space opened in time for Paris Fashion Week on September 28th and will remain open until December. The retail space also marks the beginning of an ongoing creative partnership between Jimmy Choo and Harry Nuriev. A store based on his concept is scheduled to open in Japan in December 2023.
