Jimmy Choo opens largest flagship store in London

Jimmy Choo has unveiled its largest flagship store across the world to date, located at the site of its former New Bond Street

store in London.

The new flagship store features the luxury shoe label's new store concept which was designed by David Collins Studio and first featured in its flagship in Beverly Hills earlier this year. The 2,160 square foot store spans three floors and offers the complete range of Jimmy Choo products, including its eyewear and fragrance.

Jimmy Choo's 'fashion' collection, which includes gifts, handbags and eyewear sits on the ground floors, whilst the label's made-to-measure collection and classis 24:7 line are situated in the basement. The flagship store also features a bridal salon on the first floor that offers the Choo.08 line.

“I needed it to feel intimate, I needed it to feel like a house,” explained Sandra Choi, creative director at Jimmy Choo to WWD. The renewed store's interior was chosen to create this sense of intimacy and features golden mesh panels on its walls and cabinet doors as well as a golden chandelier by the entrance adorned with raw crystals.

“For me, this is ‘version one’ of Jimmy Choo — the rest were prototypes,” added Pierre Denis, the brand’s chief executive officer. “For me, it brings a sense of luxury — but it’s not cold. And it still keeps Jimmy Choo’s soft side.”