The Jimmy Choo Store located in New Bond Street, London has undergone an extreme face-lift, reinstating its original terracotta façade. During a previous re-fit, the original ceramic pilasters and arch, that were badly damaged and in need of replacement, had been covered. Only a few arch soffit units were able to be rescued, leaving nearly 100 individual sections which required complex handmade fabrication.
With very little reference material available, David Maddocks, Business Development Manager, explains the difficulties of this challenge for the team at Hathern Terra Cotta. “In order to offer immaculate and intricate detailed units, our sculptors had to execute each replica casting using the only photo available of the original façade (featured below). This project entailed the replacement of the shop front, both pilasters and the majority of the Arch units. Quadriga Ltd (Installation Contractor) carried out the site survey and provided shop drawings which enabled our designers to produce decorative arch models. These models were then approved allowing our sculptors to commence with the ceramic reproductions. We are delighted to be involved in uncovering this beacon of historic ceramic architecture back on to London’s streets. With a new, fresh appearance for New Bond Street, this restored façade is testament to our craftsmen and this centuries old building material.”
This intricate restoration was designed by Burogloo and MPA Architects, with Main Contractor, Newman Scott Ltd completing the 200sqm restoration. Tagged the first Jimmy Choo Townhouse, it now accommodates three storeys, carrying the entire Jimmy Choo womenswear range and is now the retailer’s largest flagship store in the world.
Jester theme, decorative arch voussoirs.
The company said, “This is an exciting moment for Jimmy Choo, not only is London the home of our business and our design studio but it is core to our identity. New Bond Street will mark our largest store globally offering customers a townhouse over three floors celebrating the Jimmy Choo woman.”
Restored to its former Glory
Hathern Terra Cotta provided 32 different types of units including pilaster plinths and quoins, fluted column blocks and the main arch units. Highly skilled sculptors proceeded to make a model of the decorative arch voussoirs based on a ‘Jester’ theme, which required two different designs for the Jester block.
Original terracotta façade, photographic reference.
The global unveiling of the new store concept designed in partnership with the David Collins Studio also encompassed the installation of a dramatic new twisting marble stiletto staircase alongside the restoration of the store’s original façade to its former glory. The soft hues and subtle textures of the exterior blend seamlessly into the shop floor with products nestled among the brand’s signature palettes. MBH PLC is proud to have been involved in the restoration of this intricate architectural precedent for London.
