Italian luxury home linen brand Frette is opening this week a new flagship store in London, jointly developed with architecture/design studio Dimorestudio. The 400 m² store is located at 43 South Audley Street, in the Mayfair district, with a retail area extending on two floors.
At the opening, well-known British architect and interior designer Ashley Hicks will also present an exclusive bed linen collection created for Frette.
The London store will showcase Frette’s entire range, including the classic and seasonal bed and bath linen collections, the accessories and the ‘Frette to Wear’ line. On the lower ground floor, customers will have the opportunity to meet with Frette consultants and develop their own home linen concept, creating a wholly personalised collection.
The store’s interiors have been designed to best exhibit the products on display. Natural light enhances the glossy lacquer veneer, in green, navy and grey, of the custom-made furniture, decorated with brushed brass and steel details. The light-blue walls help give the ambience a timeless style, and highlight the elegance of the Frette range.
The staircase, featuring decorative panels in black metal and white opaline glass, is the central hub connecting the two floors. Marquina and Carrara marble panelling and satin-upholstered chairs lend the store’s interiors an intimate, soft feel, creating a relaxing, welcoming atmosphere. The cementitious resin floors, with black resin inserts, create a carpet-like effect.
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