Household - designs places for people

The Opportunity

A luxury concession bringing a higher level of theatre and personality into the retail space than Christian Louboutin had previously delivered before was the opportunity. We were briefed not only to take the luxury brand in a new direction, but also to position Christian Louboutin as the luxury anchor shoe and accessories brand within the newly launched Selfridges Shoe Galleries.  

Our Solution

Balancing theatre with high SKU counts, stock levels and seating options – in line with a high traffic retail environments such as Selfridges – was key to the success of our solution. Equally, the scale of the Shoe Galleries offer – meant the concession needed to be even more memorable, driving footfall, excitement, and word of mouth appeal. We worked closely with Christian Louboutin himself to ensure the retail offer enhanced the brand’s appeal and designer’s vision. Signature moments include a statement trompe l’oeil wall offering an intimate portrait of Christian through family photographs and inspired personal artefacts. Invisible payment was created within a service chamber to further enhance the luxury feel and gesture. 

The Apartment is divided into two to create a sense of rooms within, and offer a secondary richer experience for hosting events and showcasing limited edition collections. Service etiquette has been created for the experience through a bespoke seating piece that allows for a sense of privacy within the open space. The service ethos is to ‘bring everything within arms’ reach’ – customised trolleys are brought to clients displaying their chosen shoes and ensuring they are treated to the highest standard of service.