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London Selfridges boutique concept

Selfridges London

Christian Louboutin shows its new store's concept in Selfridges, London.

The Selfridges corner’s renovation shows for the first time this updated store concept that has always been one of the themes for the boutiques: The Nile Boat.

Deeply attentive to keeping a close and friendly relationship with the clients, Christian Louboutin’s brief for the interior concepts was very clear from the beginning:

The boutiques should look like a living room where women do not feel like they are in a store but in the home of a friend who loves them and knows them well. Their friend has prepared different spaces across various corners of the world where they can meet and have fun.

Christian Louboutin

Throughout its network, the brand develops three different concepts based on three of Christian’s properties, to share his world and personal taste with his clients.

The Nile boat concept – very much inspired by his own boat on the Nile - is an exotic and subtle nod to Egyptian Interiors, very dear to Christian.

From the wall cladding to the wood assembly from its deck, various design elements are reinterpreted from what can be found on Christian’s boat. Egypt, is for him, the land of his ancestor sand he finds there a very deep and meaningful connection with the landscapes, architecture and craft of the place that bring him a sense of peace.

The idea is therefore, to translate this atmosphere into the boutique and share his passion of Egyptian crafts with his clients through a very intricated interior design, that uses a natural color palette with relaxing tones and various rich wood grains.

Geometrical and totem-like forms are shaping the collection of furniture and displays, along with symbolic patterns from the fabric and ornaments.

Diving into the theme of the Nile and its Egyptian inspirations, the architecture team also sourced several elements that give a very strong identity to the interiors.

One of them, is for example, the fabric collection designed by Louis Barthelemy for Pierre Frey. The embroidered fabrics display water lilies and fishes evolving in acidulous colors in a highly figurative yet very modern way.

Other bespoke elements are also tailored made for this concept and produced directly in Egypt, in famously recognized institution such as Sevinch’s passementerie.

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