Luxury accessories brand Furla hopes to create ripples of excitement with a wave-inspired store concept.
Occupying a corner spot on London’s Regent Street, Italian luxury accessories brand Furla has brought its European store design concept to the UK via its new West End shop.
Launched in Furla’s Milan store in early 2008, the wave-inspired concept, with undulating fixtures and ceiling patterns, is epitomised by the Onda (“wave” in Italian): a large,
black-lacquered iron frame with rolling shelves in the store’s side window which displays predominantly handbags and some accessories.
The concept is also mirrored by the store’s white ceiling, which fits inside a curved structure with large spotlights that beam down onto the high-gloss black floor.
Curved cream shelves along the bottom left-hand side of the ground floor, below thinner, more delicate black shelves, house Furla’s mainline, which is also displayed on
free-standing, black-boxed fixtures in various sizes.
Flat, waist-high tables with rows of thin drawers display other accessories, including jewellery, belts and scarves, while large black low-level displays showcase men’s bags.
The ground floor also houses the Giovanna Furlanetto for Furla collection, named after the Italian brand’s president, who is the daughter of the original founder of Furla. This premium collection sits slightly above the mainline on price, with entry retail price points starting from £360.
At the back of the 1,900sq ft store, behind a large pillar covered in chocolate brown fabric, sits a discreet cream cash desk, which stands in front of a shiny black staircase leading to the basement. Downstairs is Furla’s Talent Hub, an initiative which invites up-and-coming designers to create a collection for Furla. Spring 09’s crop includes US designers Nicole Brundage and Courtney Crawford, who have created footwear collections, and a handbag range by Maricò, the Italian label run by sisters Alice and Lisa Ferrari.
The Talent Hub has a different look and feel to the rest of the shop. With its low ceiling, dark grey carpet, small white leather stools and the same chocolate brown pillar seen on the ground floor, the area has a more intimate feel.
Away from the Talent Hub, the rest of the basement floor returns to the light and airy concept of the ground floor, with similar fixtures and colours to show off more of the mainline, as well as sunglasses and men’s luggage. Floor-to-ceiling mirrors give the illusion of a bigger space, despite the low ceiling.
The new concept has also been applied to Furla’s new store in the Westfield London shopping centre in White City, west London, which opened just before Christmas.
Furla already has two other stores in London, on King’s Road and New Bond Street, and according to the brand the new London openings are part of a strategy to “strengthen [its] presence in the UK”.
1,900sq ft: Size of the Regent Street store
Two: Number of floors in the store
Four: Number of Furla’s UK stores