Versace opens new London boutique complete with in-store exhibition

By

Barbara Santamaria

Published
Dec 7, 2017

Donatella Versace swapped the red carpet for a more intimate celebration this week to open the luxury brand’s new London boutique in Sloane Street.

The Italian designer, honoured with the Fashion Icon Award at the Fashion Awards on Monday, launched the new 6,028 sq ft store with a private party attended by celebrities and influencers including Natasha Poly, Irina Shayk and Edward Enninful.

Located at 179-180 Sloane Street, the store features three floors and is the first one in Sloane Street to have a Gold/Platinum LEED (Leadership in Energy and Environmental Design) Certification.

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The interior design reveals a new aesthetic design for Versace, combining Fior Di Bosco marble, onyx and brass to create an elegant and welcoming experience.

"I created this new boutique not only as a connection between London's architectural heritage and Milan's cultural history, but also as a dialogue between the legacy and the future of Versace,” commented Donatella Versace.
“I wanted the space to be a link between the world of Versace and our customers, creating a welcoming yet glamorous atmosphere.”

 

Continuing the brand’s tribute to founder Gianni Versace, the boutique is showcasing a selection of pieces from the brand’s SS18 collection alongside an exhibition of unseen archive images captured by Doug Orway. The intricate gold gown worn by Donatella to the fashion awards is also on display.