London, 2014

Jimmy Choo

The Jimmy Choo global store concept, developed with Creative Director Sandra Choi, elevates the brand’s retail spaces as sophisticated salons of indulgence. This innovative design, part of the 2014 IPO strategy, introduces a new aesthetic direction across 200+ stores, blending dramatic contrasts in materiality with technical precision.

Jimmy Choo’s retail portfolio has had a similar store design approach and materials since 1996. Jimmy Choo debuted a new store concept in 2014, developed with David Collins Studio and inspired by haute couture salon and fantasy shoe closet, which refreshes the look and feel of its stores, emphasises the luxury positioning of Jimmy Choo and presents the fashion driven products in more space, while retaining the higher product densities in the key Choo 24:7 collection.

Jimmy Choo Company Prospectus

If you want to create a store that combines the ‘refined detail of haute-couture salon with the intimacy of a fantasy closet, David Collins Studio would seem the smart way to go.

Wallpaper*

Eschewing avant-garde theatrics, the design whispers glamour with a chevron-patterned floor of pale marble and mink-hued mohair upholstery set against fixtures and vitrines with metallic accents. Crowning the ensemble is a striking chandelier of rectangular gold-leafed metal frames and dripping rock crystals—a contemporary riff on midcentury Murano confections.

Mayer Rus, Architectural Digest

A study in modern glamour, the global store concept for Jimmy Choo, developed in collaboration with Creative Director Sandra Choi, reimagines the brand’s retail spaces as sophisticated salons of indulgence. The project, which formed part of Jimmy Choo’s 2014 IPO, introduced a new aesthetic direction across a network of over 200 stores, setting a refined standard for luxury retail.

The concept is anchored in materiality and contrast—where shimmering metallics meet tactile velvets, and sculptural furniture pieces are set against architectural precision. The palette unfolds in satin gold, rosa egeo pink marble, mink velvets, and mother-of-pearl, creating a backdrop of layered luxury. Nero Marquina marble, used in entrance facades, introduces a bold graphic contrast, framing the spaces with a sense of drama and depth.

At the heart of each store, woven bronze mesh walls, softly backlit, create a sense of movement and texture, while spherical glass chandeliers lend a radiant glow, enhancing the interplay of light and reflection. Seating areas are mid-century in influence, upholstered in lush velvet and framed by polished brass tables, offering an intimate space to explore the collections. The flooring transitions from pale silk carpets to inlaid stone, subtly delineating zones while maintaining a sense of fluidity.

The Jimmy Choo Townhouse on New Bond Street—the brand’s largest store globally—introduces a more residential sensibility, with a sweeping marble staircase acting as a sculptural centrepiece, connecting the three floors. Here, a VIP suite, finished in gold, brass, and mother-of-pearl, offers a bespoke Made-to-Order service, while the CHOO.08o room, designed with a darker, edgier palette, reflects the urban spirit of this particular collection.

In Selfridges, the boutique concept refines these elements further, introducing a mother-of-pearl mosaic feature wall, a gilded metal and rock crystal chandelier, and a mirrored ceiling, amplifying the store’s reflective surfaces to heighten glamour and drama.

Across every location, the Jimmy Choo store concept is a study in contrasts—masculine meets feminine, polished meets tactile, grandeur meets intimacy—resulting in a retail landscape that is as seductive as it is sophisticated.

Photography courtesy of Jimmy Choo