2019

Harrods Womenswear Advanced International Designer Room (AIDR)

Retail
Flagship Store
London
Harrods Womenswear Advanced International Designer Room (AIDR)

Harrods Womenswear (AIDR)

The new womenswear Advanced International Designer Room (AIDR) was designed to create cohesion between the emerging brands that flank the space at both ends – and the existing concessions set within the centre of the room. Bespoke wall fixtures are created in brass with onyx plinths, accompanied by illuminated onyx signage. Custom made, alabaster block lights, inspired by the work of Pierre Chareau, runs the entire length of the space, and is set between mirrored, brass columns.

Walls are finished with fine lace textured wallpaper, framed with a white metal trim and pleated plaster cornice architectural detail that runs the full perimeter of the space.

The walkway throughout the space is constructed from Carrara marble with a thick brass trim that creates a framework for each brand and concession. Carlo Scarpa-inspired Venetian hand-made terrazzo flooring anchors the displays within the AIDR area.

In the fitting rooms, walls are wrapped in a pleated pistachio velvet, echoing the same pleated plaster cornice detail in the main space. Each room is finished with custom Harrods monogram hooks, coat hangers and rails, with pistachio carpet underfoot. The VIP fitting room offers an additional onyx bar area, side tables and velvet upholstered sofa with the option of a three-light setting to offer different ambient lighting.

Brands currently within the space include Isabel Marant, Acne, Off White, Palm Angels, Moschino, Vilshenko, Rosie Assouline, Erdem, Faith Connexion and Alexander Wang.

Kensington Leverne is a fashion and interiors photographer living in London.