Dolce & Gabbana, Old Bond Street, London

Designed by: Gwenael Nicolas/ CURIOSITY
For client: DOLCE&GABBANA Floor area: 2311.00 M² Year of completion: 2017
Submitted for: Single-Brand Store of the Year

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The first and second floors both feature a cubical space dedicated to the Fine Jewelry creations and entirely faced in book-matched marble. Both side of the room are set in mirrored walls that create an optical illusion of a room suspended in the middle of the room.

About the Project

The design of the Dolce&Gabbana store by Gwenael Nicolas is an ode to the city of London, from royalty to punk and a sense of dignity and avant-garde. Like an artist that would draw life size paintings, each room is a celebration of the beauty of nature: twisted, curved and exploded, the stones create unexpected compositions. From book-matched marble, areas set in mirrored walls that create an optical illusion of lack of depth, making them seem as light as a sheet of paper, to contrast to the dynamic of the natural stone. Products are displayed in large stone frames, floating in a mix of diffused light. Italian walnut creates the strength in the details of the displays.
A delicate oval stairway connects the spaces in an uninterrupted sequence of marble wedges that compose the pattern of stairs: seen from above or below, the stairway conjures the impression of a silk ribbon.
The ground floor widely open to the city invites the viewer to come inside, as you move up the building, the space becomes more intimate, finely transforming into personal space, an intimate apartment, where the creators will welcome their guests a distinctive discovery tour.
As the customer walks through a gallery-like space, a collection of precious artefacts surrounding the visitors.

What’s unique about it

Dolce&Gabbana London store project is a challenge of creativity, a challenge of redefining the boundaries of retail experience and Dolce&Gabbana's world by distorting, enhancing, twisting and highlighting reality or the perception of reality.
Art metaphors transform the retail experience with creative touch. A feeling of a handmade brush painting bestowed by the marble staircase, brings a twist inside the classic architecture.
The 'stroke of paint' revealed through the artisan stone-work is an invitation to discover the Sicilian world. Each floor reveals different ambiance and characters of the brand world, always with connection with the essence of the building's heritage and the spirit of the city.
The most striking feature is the oversized black and white graphical stones sourced from all over the world, which run throughout the boutique. The flooring looks like a powerful river carrying visitors from one space to the other.
Living in an age, where digital comes over physical experiences, Gwenael Nicolas created a space the visitor only fully understands by being there.
Providing the customer with the unique experience of being in a luxury retail environment where he can feel the sensibility of the space, allowing him an alteration.

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The fully restored exterior façade preserves the Baroque forms of the building. It is characterized by a series of running balconies in dark wrought iron on the different floors embellished with gilded fittings.

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The three upper floors are the most precious part of the building. A delicate oval stairway connects the spaces in an uninterrupted sequence of marble wedges that compose the pattern of stairs.

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Customers are led to discover the upper floors by climbing a curvaceous black marble spiral staircase, with individually hand-crafted and contrasting inlaid marble steps.

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Customers are led to discover the upper floors by climbing a curvaceous black marble spiral staircase, with individually hand-crafted and contrasting inlaid marble steps.

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Energy and light, features that always inspire the creators, is a key element of the space. Designed by Barbara Balestreri, the lighting gives the impression of floating within the boutique. All shadows are diffused or erased from the space.

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On the ground floor are the Women’s and Men’s collections, as well as a Millennials section that exhibits a more streetwear tone. The most striking feature is the black and white graphical stone that is sourced from all over the world.

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As an ultimate contrast to the dynamic of the natural stone, the products are displayed within minimally framed displays, like paintings floating in an array of diffused light. Italian walnut creates strength in the details of the displays.

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Like an artist who would draw life-sized paintings, each room is a celebration of the beauty of nature. Twisted, curved and exploded, the stone creates unexpected compositions.

Location of project:
Credits:
CURIOSITY INC.

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