Jimmy Choo Debuts New Store Concept on Rodeo Drive

Jimmy Choo Rodeo Drive

Jimmy Choo Rodeo Drive

Jimmy Choo loyalists now have a new home base in Beverly Hills. The shoe brand unveiled its brand new concept today on the world’s most famous shopping drag after a much anticipated renovation. Inside the store, which rubs shoulders with the likes of Louis Vuitton and Bvlgari, you’ll find the very first Jimmy Choo location to carry the entire women’s and men’s lines under one roof. And if that wasn’t enough, it’s the world’s first spot to play host to a permanent Jimmy Choo Made to Order area.

“We wanted a feeling of being at home in an exciting place,” Pierre Denis, CEO of Jimmy Choo told WWD. “The richness of the concept is its contrasting materials…a shoe shop is also a place of service, a place of discovery, and that’s what we tried to [create].”

The Choo brand has always had a connection to Los Angeles and Hollywood — nary a red carpet is absent a few pairs of Choo stilettos — so Sandra Choi, the Creative Director of Jimmy Choo, wanted to blend the glamour of Old Hollywood with the feeling of being in the world’s most luxe closet. So call it ia store if you want, but this boudoir-inspired space is outfitted in satin gold fixtures, rosa egeo pink marble and mink velvet settees.  The floor is a blend of oyster stone and mother of pearl chevrons, adding to the Art Deco and Regency touches that you’ll find throughout.

The split-level shop is divided by a sleek staircase where you can test your stiletto skills, but ladies will probably stay on the ground floor since the upper level is dedicated to men’s shoes and accessories. The store’s Made to Order area lets shoppers relax as they browse a myriad of different materials, heel heights and more that they can use to customize four of Choo’s iconic styles. You’ll even have the chance to get your bespoke shoes heat-stamped in gold with your initials, a literal gilding of the lily for every pair of custom Choos.

Jimmy Choo Candy Clutch

Jimmy Choo Candy Clutch

“I wanted our new space to be a luxurious environment that would combine the refined detail of a haute couture salon with the intimacy of a fantasy closet,” said Choi. “David Collins Studio has the ability to create incredible spaces that are glamorous, sophisticated and yet extremely comfortable, and I knew that they would be able to translate my vision to our new retail design.”

To celebrate the new shop, Choo has launched an exclusive version of the cult favorite Candy clutch, which will only be available at the Rodeo Drive location. Blah blah? Notice how choice letters are emblazoned in red. It’s a celebration of L.A., right in the palm of your hand.

Shop our favorite show-stopping Jimmy Choo heels:

Images courtesy WWD

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.