Pretty Ballerinas is a brand of ballerinas and flat shoes launched in 2005 via its own website, PrettyBallerinas.com. Although the name is relatively new, the shoes have been made in the same village on the Mediterranean island of Menorca by the same family since 1918. Each shoe shape is named after a female screen or music icon to help customers remember which shape suits them best.
Pretty Ballerinas opened its first boutique at Brook Street in Mayfair, London in February 2007, followed by other shops all over the world on the following years in the USA: New York, Beverly Hills, Santa Monica, UK: Belgravia, City Of London, Covent Garden, Chelsea, Montreal, Milan, Lisbon, Porto, Taipei, Istambul, Zagreb, Yerevan, Tel Aviv, Jerusalem, Abu Dhabi, Mexico City, Bogota, Madrid, Barcelona, Mallorca, Menorca, Puerto Banus, Santander, Sevilla and Valencia.
Pretty Ballerinas have appeared in many fashion magazines, especially when celebrities such as the international supermodels Kate Moss, Elle MacPherson and Claudia Schiffer have been photographed wearing them. Other celebrities photographed wearing Pretty Ballerinas include Angelina Jolie, Olivia Palermo, Lindsay Lohan, Lily Allen, Katherine Heigl, Kylie Minogue and Kelly Osborne. Pretty Ballerinas is known for its huge array of styles and colours and the unusual way materials are combined.
The stores are designed like tiny chocolate boxes with signature details of French antique gilt mirrors and chandeliers, pink shelving and leopard print sofas. In December 2012 Pretty Ballerinas opened it’s first shop in São Paulo, Brasil. It’s the first brand that sells this exclusive kind of shoe in Brasil – luxury flats and loafers. So the store needed to be special!
The store is located in one of the most luxury commercial centers in Brasil. We share room with Chanel, Prada, Miu Miu, Bvlgari, Dolce&Gabbana and other really glamorous brands. So our atmosphere should be as glamorous as theirs.
We explored the concept of the brand which is composed by 4 elements:
1. The Pink color – to reinforce that I`m a Lady
2. The Black color – to make a break on the Pink
3. The Golden color – for luxury and
4. The Leopard Print texture – for sexy
We used the store from Covent Garden in London as an inspiration. So we built the same stairs as they have in there, that look like a classic Library Mezzanine. What’s so special about this brand environment? All the shoe boxes are a part of the decoration and all the 150 models of ballerinas are exposed inside the store. And since the customer is sat in one of the Leopard print Pouffs she can see all the models and reach them easily, so it feels like she’s inside her own Closet. The perfect Closet for any women!