india mahdavi designs dream-like interiors for REDvalentino's flagship london store

REDvalentino has opened its new flagship store in london, with interiors designed by architect india mahdavi. situated on sloane street, the scheme seeks to convey an energetic and vibrant spirit, comprising combinations of color, texture, and material. the retail interiors were developed by mahdavi in collaboration with pierpaolo piccioli.

the 170 square meter REDvalentino store presents a brass and glass façade to the passing street, inviting customers inside to discover the space. internally, india mahdavi sought to create a dream-like atmosphere with striking contrasts, yet a harmonious overall mood. the sinuous lines of individual elements blend with the collections on display, animating the versatile and multiform space, which is primarily composed of three colors: white, pink, and ochre.

‘the initial idea, together with india, was to create an intimate and emotional space,’ says REDvalentino creative director pierpaolo piccioli. ‘a meeting place that favors dialogue, a virtual and real exchange of ideas. london is a dynamic, cosmopolitan and unique metropolis. it is important for me to have a REDvalentino store in this universe-city, center of constant evolution and multicultural activity.’

‘my style is polyglot, polychrome, cross-cultured,’ explains architect and designer india mahdavi. ‘color is fundamental in my work, so is texture. I use texture like color, and I use color to bring light. being creative starts with imagination, is fed by inspiration, and ends with a story. when I met pierpaolo, we really had a great connection – he was part of the inspiration and together we created a dream.’

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