Josep Font, Creative Director of the luxury fashion brand, and CuldeSacTM, the studio from Valencia, have worked together to launch a new shopping experience in one of the most exclusive areas of the British capital. The new flagship store transmits the complicity between women and its products through its architecture and in-store details. Delpozo, the most highly regarded prêt-à-couture Spanish fashion house, and its Creative Director, Josep Font, once again placed their trust in CuldeSac™ Custom Retail, one of the most well renowned consulting studios in Spain. It was invited to create a feminine, intimate and delicate space that is true to the organic architectural philosophy of the brand and that creates an unmistakeable identity, emphasising the particular Delpozo concept of fashion.
The new flagship store is a response by Delpozo to its original aim of internationalising and updating the brand. After opening in Madrid, and with its eye on cities such as Moscow, Dubai and New York, Delpozo continues to compete against haute couture brands at an international level. The brand’s flagship store in London, which opened in May 2016 on Sloane Street in the Royal Borough of Kensington and Chelsea, represents the ultimate expression of the unique values and character of Delpozo. The space works in harmony with the ideas and sensations conveyed by the brand’s fashion collections, and the firm hand of Josep Font was noted throughout the process. Josep Font and CuldeSac™ Custom Retail have worked together to apply the brand to the new Delpozo store, succeeding in perfectly balancing the architecture/space and product, spotlighting and accentuating the collection.
A space dedicated to customers
The approach taken with the new Delpozo store was inspired by the need to create a space with a recognisable identity that offers customers a unique experience. The Delpozo atmosphere is conveyed through the architecture and its distinct nature is created through the attention to every detail, such as the furniture, which is in constant conversation with the store and connects the different areas. It defines each area but also encourages movement through the space. The atmosphere is warm and touches the senses, focusing on every aspect to ensure the product is the focus point of the space; great care was taken with the volumes, sober appearance and lighting so that the store is almost reminiscent of a museum, conveying a sense of harmoniousness to elevate the designs created by Josep Font. The London flagship store represents a space that is entirely focused on the customer, for example, counters have been removed to create a highly transparent store. It was specially designed to match the profile of a Delpozo woman: “a woman who is not defined by her age, nationality or profession, but by her delicate and modern essence,” explains Josep Font, Creative Director of Delpozo.
The shopping experience is adapted to female customers; different spaces have been created throughout the store and it has an efficient layout that accompanies and ushers customers through the various areas and shopping moments. The 180 m2 ground floor is home to a first space that recreates a welcoming living room; it is followed by a second, more intimate area that contains the fashion collection, before finally leading to the changing rooms. The basement floor also covers 180m2 and contains a bridal space and large, 90m m2 VIP area for private sales. Josep Font and the creative team at CuldeSac™ Custom Retail have succeeded in conveying the character of the brand through the use of materials such as wood, brass, velvet and marble. The colour of the walls is of particular interest because it perfectly recreates Delpozo pink, a choice made by Josep Font.
The first Delpozo flagship store in London contains a combination of antique furniture, personally chosen by Josep Font, and custom-made pieces that are clearly intended to accompany and highlight the creations designed by the brand’s Creative Director. The store has made use of world famous brands such as Flexform, and has lighting with pieces by Viabizzuno. The project can be added to the long list of work carried out in a sector where CuldeSacTM Custom Retail has an increasingly strong presence thanks to its association with first class Spanish and international brands.
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