Jimmy Choo: new shop opening, London 2015

Ahead of their launch party*, the Jimmy Choo Sloane Street store reopens its doors and reveals a new kind of shopping.

Thanks to a collaboration between Sandra Choi, Creative Director of Jimmy Choo and architects at David Collins studios (whose previous accolades include V&A reading rooms and The Wolseley) the iconic shoe maker has transformed their space on Sloane Street into a hot bed of luxury, with impressive results.

The boutique experience

Having always retained an reputation as the purveyors of footwear style, Jimmy Choo is expanding its empire with a range of accessories and new styles for both men and women, an expansion reflected not only within the brand but externally in the opulence of the new store. On the outside, a brass facade evokes a feeling of art deco that speaks to the old school sophistication of the label. Step inside and customers are greeted with a chandelier reminiscent of Bond Street majesty, and assuaged with classic Jimmy Choo hues - satin gold, rosa egeo marble, oyster stone and mother of pearl - all of which create a sense of elegance and timelessness that one has come to expect from the brand.



Inside the new Jimmy Choo shop, Sloane Street

However what proves more interesting than the aesthetic is the curation of the store. Sandra Choi told us that it was key to create a "new space that would be a luxurious environment and would combine the refined detail of an haute couture salon with the intimacy of a
fantasy closet." Each shelf is carefully designed to optimise the shopping experience, with five spaces which speak to a range of desires, personalities and moods.



A shelf for every mood, different colours, fabrics and styles cater for everyone


Made to measure Jimmy Choos

This is a store created with a new consumer in mind, one that seeks a custom shopping experience and enjoys the seamless melding of art and style. And it's not just the store that encourages a couture atmosphere, the in house Made to Order service will entice those from across London to pay a visit, seducing customers with offers of the ultimate personalisation and unique footwear. Customers can add a distinctive edge to a range of well loved designs including the Anouk pointy toe pump and the strappy sandal LANCE.


Jimmy Choo for Men

What is more, for the first time in the UK this Jimmy Choo shop plays host to a dual gender store, with a range of shoes and accessories for men. Interested parties from both sexes will be able to immerse themselves thoroughly in the Jimmy Choo universe and while away an afternoon within the serene setting.




Jimmy Choo for men: a new range combines streetwear and sophistication

For her, Jimmy Choo handbags such as the Riley in zebra print or the Alfie tote in musk will set the heart racing, whilst the 24:7 space showcases a complete survey of the Jimmy Choo classics collection and offers a chance to reminisce with old friends. For him, the new range of male shoes and accessories provides the perfect segue into a spring/summer wardrobe, with a classic Jared or a playful Foxley guaranteed to please.




Based on a viral instagram sensation, the Jimmy Choo Bull Terrier collection adds a playful element to the design

Having taken a peak around the store, it's clear that for us such luxury may remain in the form of a fantasy closet only. However for aspirational shoppers and Jimmy Choo shoe fans alike, this new shopping destination invites a modern form of luxury shopping that all can enjoy.

* Culture Whisper members prepare yourself the exclusive launch of the new Jimmy Choo store, further details to follow soon



Jimmy Choo shop: 32 Sloane Street, London SW1X 9NR