Jury prize

Red Valentino Sloane Street, London

Designed by: India Mahdavi
For client: RedValentino Floor area: 177.00 M² Year of completion: 2016
Awarded: 年度单一品牌店 Jury

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.

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