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.
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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.