Two great new reasons to plan a shopping trip to Sloane Street this month: the opening of The Fold’s first flagship boutique, and the reopening of Giorgio Armani’s stunning new boutique and its next-door Armani/Casa shop.
GIORGIO ARMANI & ARMANI/CASA
After a year at the South end of Sloane Street, while it underwent significant renovations, the Giorgio Armani boutique is back in situ with a gorgeous new space that, for the first time, houses these two boutiques, adjacent to each other and interconnected, with dedicated signage and five windows full of temptations. It’s so new, there aren’t even any photos of it yet.
Spanning over 800 square metres and set over three floors, the new concept was devised personally by the Mr Armani in collaboration with his team of architects to create an alluring, extensive space, with marble and onyx floors playing off printed silk walls, luxurious mother-of-pearl finishes on the doorways between different rooms, and furniture from the Armani/Casa collection in wooden, metal and resin throughout the boutique.
On the ground floor, you’ll find a ceiling that rises through the entire height of the building, hung with lamps of an exclusive design, and the Giorgio Armani eyewear, watches and beauty collections. Upstairs is the women’s wear collections (seen above and below), with eveningwear and the Giorgio Armani New Normal range, while the basement level is dedicated to the men’s collections, with an area exclusively for the made-to-measure tailoring service.
“London is a lively, exciting city that’s continually changing; it’s the ideal laboratory for future lifestyles, and it never ceases to inspire me. For that reason, I came up with a new concept for the Sloane Street space,” said Mr Armani.
And at the adjacent Armani/Casa store, set over 200 square metres and accessed through an interior curved walkway, you’ll find a broad glimpse into the entire Armani/Casa range, from furniture to decorative accessories and textile products. A specific area is dedicated to presenting projects by the Armani/Casa Interior Design Studio, the complete interior design service offered to private individuals and property developers.
In the five years since its launch, The Fold has earned a legion of devoted fans, who have come to adore the label’s collections that are always designed with the intention of helping professional women feel confident and put-together every day.
The Fold’s long-time disciples and new devotees alike will love the brand’s first flagship, bringing the brand’s ethos to life in a beautiful Grade II listed property on the corner of Cadogan Place and Pont Street, where The Fold Founder Polly McMaster, who launched the label in 2012 after a career in finance and consulting, hopes to create a hub and community for working women, with a focus is on high service delivered in an inspirational and contemporary setting.
Set over nearly 150 square metres, the store was designed by the all-female team at Kinnersley Kent Design, which was hand-picked by McMaster to create a members’ club atmosphere. ” Retail is no longer about creating something static. It is about creating spaces that change day to evening, and that grow and evolve with the brand. The design language embodies the spirit of the clothes – clean contemporary (yet not minimal) lines, with a strong sense of individuality and personality,” said Jill Higgins, partner at Kinnersley Kent Design. “The highest quality materials are used to relaxed and enjoyable shopping experience – luxury in the truest sense of the word. From the outset, the store needed to be dual-function – serving as a relaxed shopping space by day, and transforming into an events space in the evening where the brand can hold networking or press events. In essence, the space had to do what the clothes do: take the customer from 9am to 9pm.”
“We are exceptionally proud of our community of Fold Women who regularly network with one another at our events and form friendships and business links organically through The Fold. Unlike other stores this space offers a unique opportunity for professional women to network amongst their contemporaries and meet new contacts outside the work environment,” said McMaster. “We will be hosting year-round events, with an emphasis on serving engaging, relevant content to this diverse and brilliant group of women.”
The Fold, 28 Cadogan Place, London, SW1X 9RX.