DESIGNED BY: INDIA MAHDAVI FOR CLIENT: REDVALENTINO FLOOR AREA: 177.00 M² YEAR OF COMPLETION: 2016 NOMINATED FOR: SINGLE-BRAND STORE OF THE YEAR
About the project
India Mahdavi creates her concept based on a dream that gathers sensations of softness, sweetness and more. The terrazzo floor is composed of pink and brass circles, symbolizing the perfection of youth. The circles slowly evaporate to show the fragility and transcience of that era. Full-moon mirrors float on aerian shelving and hangers, while a velvet staircase leads nowhere - or to the realm of the imagination.
The changing rooms in the Sloane Street RedValentino store are upholstered in pink or yellow velvet, with contrasting industrial tiles. Usually hidden and tucked away in the back, here the changing rooms become a strong architectural feature, in Mahdavi's expression of confident femininity.
What’s unique about it
The design endeavours to express femininity, youth, romance, rebellion and eccentricity in a single three-dimensional space, to provide RedValentino — a young branch of the parent brand Farfetch — with a strong visual identity.
By: https://www.frameawards.com
