Frette launches London store
Luxury Italian brand Frette has opened its flagship London store, where it will debut its AW16 collection and offer a full range of bespoke services.
Located at 43 South Audley Street, in the heart of Mayfair, the store has been designed by Dimorestudio and will fuse contemporary architecture design influences with traditional Art Deco detailing, to create a boutique, luxury retail environment.
The London store will offer two floors and 400m2 of retail space, incorporating signature displays and seasonal and classic collections of bed linens, bath linens, home décor and nightwear. Frette’s AW16 couture collection will re-interpret jacquard in a contemporary way, bringing together different designs to create a unique balance of materials.
As part of the launch of the new store, Ashley Hicks, the British interior, furniture and textile designer, has collaborated with Frette to create an exclusive linens collection. The range takes inspiration from an Italian Renaissance fabric named Salvadori, and is available exclusively in the UK in the Mayfair store.
Frette’s bespoke service will be located on the lower ground floor, where customers will be able to work with Frette’s advisors to develop their design vision and create a fully personalised collection. This service will allow clientele and designers to take advantage of more than 150 years of design expertise, in private consultations, to create truly unique products. The Bespoke service will be offered for all product categories, from bed, bath and table linens to throws, dressing gowns and pyjamas. Customers will be able to select from an array of fabrics and colours that can be customised with embellishments, finishing touches, or decorations including monograms and family coats-of-arms.
Within the store, natural lighting will highlight the emerald green glass panelling, and complimented by brushed brass finishing throughout. The store will use duck egg blue walls as its base palate to highlight the elegance of Frette’s products. The store’s staircase will act as the central hub, connecting the two floors using decorative glazed black metal layered over white opal glass. Set against Marquina marble, the showroom will also feature luxurious satin armchairs to create a relaxed and welcoming atmosphere. Frette’s products will be framed within subtly glowing displays with golden tones.
