17
Florence-based luxury footwear brand Aquazzura opened its
second boutique in Soho, the most fashionable district in New
York. Located on 99th Prince Street, Aquazzura Soho is a
boutique of 55 square metres with an original 19th century façade.
Emil Humbert and Christophe Poyet pictured this space as
a theatrical setting, combining striking graphics and elegant
design elements. The deep shades of blue, green, purple
and pink inspired by the color pallet Dorothy Draper, allow
the grand columns and arches to stand out and add to the
enchanting, theatrical motif of the luxurious boutique. The
polished brass details alongside the black and white striped
background embody the signature Aquazzura aesthetic code.
Small swings made of brass come down from the ceiling,
featuring highlights of the new collections as presented in
the boutique’s window. The shoe carousel, serving as the
centrepiece of the boutique, was inspired by the Memphis
style and is assembled from Floor-to-ceiling mirrors installed
in alcoves extend the space of the boutique, creating an
infinity effect and amplifying the signature striped pattern of
the arches. The main displays add a regal yet elegant touch to
the ambiance of the boutique. Made of polished brass, the
mirror shelves with a travertine base fill the alcoves.
A carpet, exclusive design of Humbert & Poyet, with abstract
curved graphics in all shades of purple, surrounded by a
black and white terrazzo, invites the clients to sit down on
the elegant and comfortable pink velvet sofas. Covered with
cushions that yet again illustrate the brand’s iconic stripes,
these sofas accommodate a luxurious shopping experience.
Humbert & Poyet also included a charming pink velvet bench,
resting on a notched brass base, at the back of the boutique.
The fitting area is, however, overshadowed by the green striped
wall which resembles grand velvet theatre curtains, serving as
a backdrop for the sculptural display made of brass which is
glass and lit up by spotlights.
Humbert & Poyet’s Aquazzura Soho boutique is a unique
and poetic creation, made with materials that elegantly
complement one another. It is a place where the reflections
and matte textures of the materials intertwine and highlight
the products, making everyone and everything part of the
theatrical atmosphere.
