This All-Red Lingerie Store Was Inspired by a Fresh Manicure
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As we continue to spend more time at home, it’s no surprise that loungewear is taking up more and more space in our closets these days. This phenomenon has meant big business for the very chic—and very luxurious—ready-to-wear and lingerie brand Fleur du Mal, which opened its first West Coast flagship in West Hollywood last week. Predictably, the store design—defined by curves and magenta lacquered surfaces—is just as glam and sexy as the product itself.
Fleur du Mal’s founder, Jennifer Zuccarini, teamed up with the Los Angeles–based firm Perron-Roettinger to design the lingerie boutique. With a high-profile clientele that includes Jay-Z, Stüssy, Yeezy, and Skims (Kim Kardashian’s shapewear company), the studio, helmed by Willo Perron and Brian Roettinger, was the obvious choice.
“The direction was ’70s Italian meets Studio 54, with plenty of sensual curves,” Zuccarini tells ELLE Decor in an email. But the store also had to feel intimate for visitors shopping for their, well, intimates. “It wants to feel very indulgent,” Perron adds.
To make the store truly fit the desired vibe, the designers turned to sensuous materials like gleaming shellacked surfaces and plush carpeting. “There is this really high-gloss wall finish, paired with the chevron wood floor, the wall-to-wall carpet, and the velour upholstery, which all kind of give it different moments and sensibilities,” Perron explains. “It’s all meant to feel very lush and sexy.”
Sultry, boudoir-esque lighting in the changing rooms heightens the ambience, which is important for lingerie shopping, “such a personal and emotional buy,” Zuccarini says. “It was important for us that our customers walk in our store and immediately get in the mood to take their clothes off, so to speak.”
As for that crimson, burgundy, and violet color scheme? That came from Zuccarini’s favorite nail color—Essie’s Big Spender—“and we just built off of that,” Perron adds.
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