Surreal, Sensorial Jewellery Retail
Two new high-profile jewellery stores – Greek designer Ileana Makri's boutique in Athens, and Italian designer Delfina Delettrez's store in London – are amplifying consumer curiosity via multisensory installations and surreal visual merchandising treatments that echo the design sensibility of the products on display.
Spanning 1,400 sq ft, Makri's Athens store in the central Kolonaki district was designed by Greek architect Stelios Kois, who describes the sentiment behind the design as "wanting to make consumers feel as if they were stepping into an enchanted forest". Key visual merchandising elements include tree-shaped display cabinets that allow shoppers to explore products inside from different angles, and a smoke installation within the shop window (designed to evoke a morning mist) that only partially reveals what's inside – magnifying the mystique. The décor's material palette mixes wood, stone, metal and glass, referencing materials used by Ileana Makri in her jewellery designs.
For more on architecture and interiors that echo the products on display, see the section Maximising Materials in our report Store Design Directions: Architecture, Materials & VM within our Future of the Store Industry Trend.
In London, Delfina Delettrez has opened her first flagship outside Italy on the affluent Mount Street in Mayfair. Designed by New York/London-based architect and designer Rafael de Cárdenas (owner of Architecture at Large – see our full profile for more), the 650 sq ft space is filled with mirrors and malachite-green patterned walls to add depth to its compact dimensions (for more on designing for compact destinations, see Compact Stores and Going Micro: The Art & Science of Designing Small Spaces).
On the ground floor, glass product display cases appear to be floating in space – reflecting the surreal appearance of Delettrez's jewels, which often feature her signature eye and lip motif. Meanwhile, a private lounge on the lower ground floor showcases limited edition pieces.
For more strategies designed to sell jewellery and small goods, see Rejuvenating Jewellery Retail.
For more on multisensory spaces, see Immersive Brand Spaces, Future Store Environments: Layout, Mood and Ambience – also part of the Future of the Store Industry Trend – and Selling Scent.