Escada opens London flagship as new design chief starts work
Escada is to open a new flagship in Chelsea, London this month with the new store at 129 Sloane Street offering the full Mainline and Sport collections.
The design concept for the new store was created in collaboration with interior designer Fran Hickman with inspiration taken from “ancient Japanese artistry, combined with the classical designs of British architect and furniture designer Robsjohn-Gibbings” who was a major influence on design in the 1930s-though-50s.
It blends gold wall-designs, with art deco-inspired furniture. The walls feature gold leaves cascading down, each one hand-painted to give an ombré effect. The space will also be styled with colourful objets d’art, as well as “inspiring literature, to give an engaging and chic feel.”
The opening comes at an important time for the brand after Global Design Director, Niall Sloan joined in August. Sloan is an interesting appointment for Escada with his most recent job being in charge of design at Hunter and his previous role working closely with Christopher Bailey at Burberry for a decade. His final role there was as head of the high-end Prorsum team at a time when that label was going through its ultra-fast growth phase.
But both Hunter and Burberry have a very different profile from the less overtly trend-led Escada (although all three brands also have a strong heritage profile) so it will be interesting to see what Sloan does with the label. That also makes what he does with the look and feel of new stores equally interesting.
Sloan has designed a capsule knitwear collection exclusively for the opening, inspired by both British iconography, as well as the brand’s archive books, which share a bold use of red with gold detailing. The collection will be available in-store and online.
CEO Iris Epple-Righi, ESCADA CEO, said that it’s “an exciting time for Escada on many levels” and that Sloan’s “creative leadership, combined with Escada’s strong heritage… positions the brand well to attract a new generation of clients.”
The company is collaborating with the Covent Garden Academy of Flowers to create a unique flower installation and live bouquet demonstration for the store’s official launch on November 15. The installation will last throughout November and December, and during this time customers will be invited to make a donation to Women for Women in return for bespoke seasonal bouquets. The company will match all proceeds, as well as making its own additional donation to support the organisation that helps marginalised women in countries affected by war and conflict.
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