La perla concept store design

Nilufar Pulatova Jacqueline Tamm Leslie Sturm Florence Design Academy Interior Design Master’s Program, Semester II

Concept Store Design

was established in 1954 in Bologna, Italy by Ada Maso9, a trained corset maker as a bou?que lingerie factory. Over 60 years, La Perla has established itself as an exquisite high-­‐end lingerie brand which fused a knowledge of a woman’s body, Italian craKsmanship, elegance and sensuality.

Today La Perla’s in?mate apparel is presented in over 150 La Perla bou?ques interna?onally.

In 2014 La Perla launched a new “Made to Measure” concept to personalize some of its crea?ons by having them hand craKed to measure.

Concept development Clients needs o A flagship store that sells a dream of elegant and sensual life in a form of in?mate apparel

Target group o Elegant upper class women (and men who shop for those women) who are confident and love their bodies

Brand philosophy o “The ar?sanal heritage, the know-­‐how of the female body, the fusion of innova?on and tradi?on, the Italian iden?ty. These solid points are the chromosomes of the La Perla DNA, the most authen?c legacy of the founder Ada Maso9. […] The La Perla essence was created by hands possessing a knowledge that is both ancient and always new. Unique and precious. Like a gesture of love.” © La Perla’s website

Space o o o o o o o

functionality Display racks – hanging apparel Surface display Stocking room (around 10% of the whole area) 2 Fi9ng rooms Wai?ng area Made-­‐to-­‐measure area Cash area (portable, invisible to customers when not in use)

Product o Idea: exclusive craKsmanship, elegant glamour, sensuality, confidence, “made in Italy” sold in a form luxury lingerie (60%), nightwear (25%), beachwear (10%) and bridal (5%) Location o Via Tornabuoni, Florence, Italy

Mood board - Color scheme

Design concept development

Material board

Floor: Copper shiny finnish

Structure of the Pavilion: Pa?nated copper

Walls: Plaster finish with a mother of pearl effect

Ceiling: White Paint

Wall: Crème Tadelakt

Wall VIP: Grey Tadelakt

25 cm F6T5 Fluorescent Lamps Warm White Light Bulb (for wall light effects in VIP and fi9ng rooms

LUMILUX T5 HE fluorescent light Tube diameter 16 mm Length 549.0 mm (for a light effect around a mirrored column in a focal point)

Halogen track light / adjustable STAR : CLAREO QPAR111 DLR BRUCK

Fugato Full Metal, 225 mm, general recessed ligh?ng

Material board - Selling area

1920s Odeon Clear Glass Dimensions: 125W x 36D x 45H cm

Modern Brass-­‐Plated Two-­‐Tier Desk

Stéphane ParmenMer for Ormond Edi?ons Take Off FLODEAU H47cm

The focal point - Italian Pavilion As a focal point in the center we will create a lace-­‐looking round structure in which we will place the most popular collec?ons.

The Pillar covered with mirrors Material and papern for the Pavilion walls, pa?nated copper.

Mirrors with a thin metal frame: W 60 cm D 8 cm H190cm and one H130cm

Hanging rack: Made out of: hooks a chain and a copper pipe

Material board - Fitting rooms

RH Spencer 28” chandelier

Flower Burst Mini Pendant Light (inside fi9ng rooms)

Rod and Weave chair

by Eric Trine 68.5cm x 63.5cm x 68cm

OWoman Bupon tuKed round Ø 92cm (inside fi9ng rooms)

McCollin Bryan Tinted lens table H59 x Ø35cm

Ralph Lauren Safavieh "BeckeW” wall carpe?ng (inside fi9ng area)

Beaded Floor Mirror x3 W112cm D10cm H 200cm

Material board -

Entrance to fitting area For fi9ng rooms and made to measure / VIP areas we will create a feeling of exclusivity by imita?ng an entrance as a crack of light (imita?ng an oyster opening).

Gold Leaf CollecMon – Console Item Number #W9550 Dimensions: 48"w x 16.25"d x 32.75"h

Mirror

Material board - vip room

Lena Mirrored Sofa W260cmxD104cmx H78 Seat: 66D x 46H

Delphine Coffee Table

by Jonathan Adler W106cmxD71cmxH36cm

Delphine Sie Table

by Jonathan Adler W61cmxD51cmxH51cm

Bonnie armchair

by Venturi lab

Three-­‐Tiered Chandelier

by Janice Minor D71cmx H71cm

Beaded Mirrors W112cm xD10cm xH200cm

Grey Tadelakt Walls

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Floor plan la Perla

Overall ceiling in the store is recessed by 15cm. In the VIP / Made to Measure, Fi9ng rooms and an Italian Pavilion, the ceiling is recessed by an addi?onal 15cm for a wall wash effect.

Recessed ceiling plan

A

Section A A

B

Section B B

C

C

Section C

Section D

D

D

Window setting theme 1: Getting ready

Window setting theme 2: Getting Home