LONDON — Jimmy Choo is finally returning to Madison Avenue with a new flagship that is just a few blocks down from its former location.
The brand’s new spot on 667 Madison Avenue introduces a renewed retail aesthetic, where each Jimmy Choo boutique offers a one-of-a-kind environment and experience.
Sandra Choi, creative director at Jimmy Choo, said she is excited that the brand gets to reinvent its footprint in the city, linking its creativity with New York’s “unmistakable personality.”
“Dynamic, modern, vibrant and free — New York is a kindred spirit, a home from home for the brand connecting with our values and ethos, our attitudes to 21st-century glamour,” she added.
Jimmy Choo New Flagship on Madison Avenue
Courtesy of Jimmy Choo
The flagship is decorated with vintage furniture, such as mid-century seating by Luigi Pellegrin, Antonio Citterio and Móveis Cimo, and artisanal pieces like collectible lighting by Tommaso Bertocco and Kueng Caput. They were handpicked by interior designer Nebihe Cihan to accentuate the brand’s artistic sensibility and seasonal offering.
“These unique pieces prompt curiosity, how they were created and the skill that goes into each design — they are an education in craft and the art of making, conversing next to the products. We are sharing a deeper look into our world with whomever visits the store, curating an experience of discovery and joy,” Choi said.
The blue “Cricket” Sofas by Antonio Citterio for Moroso circa 1988 was her favorite piece in the Madison flagship.
“I love how it is a pair of sofas, with its hard and soft appeal. The form of the frame is bold yet with structure, the worn seats are lived in and friendly. To me it represents the best of both worlds that one would be seated properly and with the nicest comfort. A balance of poise and ease. The color itself also draws me in as it is the shade of blue that is both striking and kind,” Choi added.
Jimmy Choo New Flagship on Madison Avenue
Courtesy of Jimmy Choo
The retail space is set up as a trio of salons, including a VIP room. With the goal of evoking the feeling of stepping into a jewel box, the rooms are decorated with fine materials like walnut, travertine marble, velvet, ceramic and hand-worked glass. The brand’s signature rich purple shade Winter Bloom is used in carpeting and key fixtures across the store.
The brand’s chief executive officer Hannah Colman said the company wanted the design to “feel authentic to the city, to the dynamic energy of the city underscoring the craft that’s central to Jimmy Choo. The furniture and design objects have been carefully curated to complement our storytelling and create a joyful environment for our clients to experience.”
The store will carry the brand’s winter 2024 collection — women’s and men’s shoes, eyewear, small leather goods, soft accessories, fragrances and jewelry — and an edit of the Wedding Collection.
Jimmy Choo New Flagship on Madison Avenue
Courtesy of Jimmy Choo
The brand’s made-to-order service will also be available, where various bag and shoe styles can be customized with color, material and finish alongside personalization and bespoke details.
To celebrate the opening, for a limited period starting Friday, visitors have the chance to win Jimmy Choo gifts by choosing from a selection of holiday crackers.
