India Mahdavi Designs REDValentino’s London Flagship

Paris-based architect and designer India Mahdavi is behind the interior of the latest REDValentino boutique, located on Sloane Street. The 170 square meter store features a great brass and glass façade on one of London’s most strategic streets, inviting customers to discover a new intimate and charming space. The oneiric atmosphere is set free creating striking contrasts with a harmonious overall mood. The sinuous lines of each element within the store blend elegantly with the label’s collections.

Speaking of his decision to open a flagship in London, Pierpaolo Piccioli, Creative Director of REDValentino, says:

‘The initial idea, together with India, was to create an intimate and emotional space. A meeting place that favors dialogue, a virtual and real exchange of ideas. London is a dynamic, cosmopolitan and unique metropolis. It is important for me to have a REDValentino store in this universe-city, centre of constant evolution and multicultural activity. London is unconventional and follows the continuous beat of the heart.”

Visual and tactile contrasts animate the versatile space, whilst white, pink, and ochre unify the diverse structural and textural elements. The two areas within the store are the result of a kaleidoscopic narration, an original combination that sees brass blend to velvet, pink and white terrazzo blend with Rubik and Lolita displays and aligned with Charlotte chairs. These are all unique elements that have distinguished the original design of India Mahdavi.

Describing her style, Mahdavi comments:

“My style is polyglot, polychrome, cross-cultured. Color is fundamental in my work, so is texture. I use texture like color, and I use color to bring light. Being creative starts with imagination, is fed by inspiration, and ends with a story. When I met Pierpaolo, we really had a great connection – he was part of the inspiration and together we created a dream.”

REDValentino – 133, Sloane St., London SW1X 9AX

 

Text by Tamara Akcay