GINA store by Caulder Moore, London – UK

June 16th, 2014 by retail design blog

GINA is delighted to announce the unveiling of its latest store in Mayfair’s fashionable Mount Street, W1 this month. As part of its program of international expansion, Mount Street has been identified as the venue of choice for GINA to invite the style cognoscenti to discover the latest evolution in luxury fashion retail. Georgian splendour is both the aesthetic and cultural template for the new store, as realised by premium retail interior design agency Caulder Moore. Within the space they have passionately realised the allure and elegance of ‘fashionable high-society’ consumerism, for a modern age.

Observing the requirements of a Grade II listed building, the store façade and 900 square foot interior is the first phase in an exciting new retail development for GINA, creating a more subtly seductive environment to showcase the brand offer. This includes the full ready-to-wear collection of internationally celebrated shoes, sandals, boots and day/evening bags, in addition to the by-appointment GINA Couture service. A striking black fascia with large period windows encourages optimum daylight to bathe the interior in a naturalistic glow. The black exterior gives way to an interior palette of delicate greys; from dove to stone and granite to metallic pewter painted wood. The overall feeling is one of refreshing modernity with the intimacy of a private residence, referencing the grace and refined simplicity of classical Georgian interiors.

From the gentle grey plastered walls, subtle plasterwork inlays create characteristic period ‘frame detailing,’ which is the resonating motif for: display units, freestanding mirrors and recessed shelves. A grey calfskin chaise-longue takes centre stage on the two-tone pewter shimmer flecked plush carpet. This symphony of grey is completed by the dramatically suspended 7 foot wide Swarovski hoop drop-chandelier, an inspiration of decorative illumination and function. Advance through the glittering ‘fashion corridor’ to discover the VIP area couture-lounge, home of GINA’s pioneering couture service. Clients are encouraged to bring with them their occasion and eveningwear to experience the full impact of their bespoke shoe orders, when worn with that special ensemble.

Individual shoe podiums act as miniature stages to herald the cut, finish, dynamic embellishments and seduction of the latest designs. Free-standing floor lamps continue the atmosphere of naturalistic light, illuminating the collections whilst remaining easy on the eye. Aydin Kurdash, Director at GINA said about the new design, “As part of our international expansion we identified Mount Street as our venue of choice to invite the style cognoscenti to discover our latest evolution in luxury fashion retail. Caulder Moore have passionately realised the allure and elegance of ‘fashionable high-society’ consumerism for a modern age.” Ian Caulder, Founder and Creative Director at Caulder Moore also commented, “With our long standing relationship with GINA shoes we wanted to create something extra special for the launch of their new Mount Street boutique – a location fast becoming the place for brands to be seen. The elegant, classical façade with its high ceilings inspired a new home for GINA in London, using beautiful contemporary furnishings set in soft grey panelled rooms with luxurious use of embellishment and fine details.” Seldom has modernity been presented with such a passionately dedicated reference to period decoration and elegance – another first from GINA.

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