The luxury shopping district location is an extension of the brand that showcases the new image of its retail arm, a shift that started with the flagship stores in Milan and London in February 2014 as part of a glocal relaunch after the brand was acquired by holding company Pacific Global Management, headed by Silvio Scaglia.
The 1,870 square feet of space invites shoppers to think of lingerie as a second skin as they browse among the architectural work of Roberto Baciocchi, founder of the internationally renowned architectural studio Baciocchi & Associati from Arezzo, Italy. He also has taken the reins for designs of Prada, Miu Miu and Church’s stores.
The store’s design is clearly inspired by classic Italian architecture. References to the work of Carlo Scarpa from the Castelvecchio Museum in Verona can be found in the soft, dusty coloured walls dressed in painted fabric, and in the display cases within the store.
The ultra-feminine range of colour shades, from pale blue, through dusky pink to daffodil yellow, plays on the luxurious essentiality of the hexagonal Portuguese marble slabs. Severity and softness are also found where the paving meets the rugs and silk tub armchairs in the same pastel tones as the walls, highlighting the brand’s luxe image.
Arches lined in pink onyx are featured inside each window and La Perla creations are displayed in transparent cases with gilded metalhangers or presented to customers on velvet-lined trays.
One of the main features of the new La Perla project is the gateway in front of the fitting rooms: a symbolic element that marks this space devoted to intimacy, creating an exclusive place in which femininity reigns. The fitting rooms, featuring amethyst-coloured walls, are defined by backlit tulle panelling, creating a light, mellow and comfortable space. Another element is the metal grate feature that recalls ancient confessionals, and a “Service” bell for calling a member of the sales staff.
Quite simply, lingerie heaven.
If you can’t make it to Atlanta, don’t worry. The redesign will be unveiled in the main La Perla boutiques, which includes Macau, Hong Kong, New York and Paris, throughout the coming year.