Envisioned by Kurt Geiger’s Chief Creative Officer, Rebecca Farrar-Hockley, and brought to life by architect Stefano Ripoli, formerly of David Collins Studio, the new store “celebrates London’s creativity and individuality”.
Kurt Geiger’s visual signatures appear subtly throughout the store’s design, with antiqued brass eagles – the brand’s primary motif – featuring on signage, door handles and internal cabinetry, which is quilted in the same parquet pattern as the leather goods.
Rainbow-hued glass, reminiscent of stained-glass windows, frames the spaces. Illuminated antique brass shelving and display cases with eccentrically fringed accents hosts the full range of footwear, accessories and gifting for men and women.
Kurt Geiger CEO, Neil Clifford, said: “This new store design is one of the key ways in which we are communicating our brand story and it is not by chance that we are showcasing this first in London, our home and the city that inspires us.
“We are thrilled to open on Oxford Street, one of the most iconic shopping areas in the city.”
Rebecca Farrar-Hockley, Kurt Geiger Chief Creative Officer, added: “It’s about showing customers exactly how I perceive the brand; I think the store immediately gives a real sense of us.”
At the store’s threshold, customers are greeted by “London” spelt out in mosaic tiles, and ‘Kind By Design’ is carved into the stone façade of the central service counter, “reminding customers that they themselves fund the brand’s ability to bring positive change to young people’s lives”.
The focal point of the floor is the colour of the brand’s rainbow “played out in a quintessentially English floral print” over the ceiling and walls. And low-slung furniture allows customers to sit back and relax while exploring the new collections.
