Page D1.1 . 17 October 2007                     
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    Pentagram Essenziale

    by Jo Baker

    It seems both fitting and fashionable to design a high-end lingerie store with minimalism in mind. Just as less is more in the world of underwear, luxury retail design has long subscribed to a similar philosophy.

    For Lorenzo Apicella and John Rushworth at Pentagram, the fabled London-based multidisciplinary design firm, this was the natural starting point for the creation of Essenziale, a signature, unisex lingerie and beachwear boutique in London's gentrified Mayfair district.

    The brief for the 100-square-meter (1,100-square-foot) store was to create a dynamic synthesis of graphic, interior, and fashion design, one that would both unify and highlight a buffet of top-end European brands, among them La Perla, Eres, and Dior. The size of the space suggested a fairly intense vocabulary, however.   >>>

    Discuss this article in the Architecture Forum...

    Jo Baker is a freelance design and travel writer based in Hong Kong and San Francisco. Publications she writes for include Time, The South China Morning Post, and Hinge Magazine.



    ArchWeek Image

    The Essenziale store in London's Mayfair district, designed by Pentagram.
    Photo: Richard Bryant Extra Large Image

    ArchWeek Image

    Retail space at Essenziale occupies two stories, one at street level and one below.
    Photo: Richard Bryant Extra Large Image


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