Velasca, Chiltern Street
Velasca London starts with the collaboration of Flair Studio with Velasca and the Milanese-based Paloma Architects for the design and delivery of the London flagship store for Velasca, an Independent brand which designs and manufactures hand-made Italian men shoes, in Chiltern Street a few meters away from the Chiltern Fire House in the upscale Marylebone area in London.
The store spans on two levels with a new staircase in blackened steel, enclosed by bespoke low level bookshelves. While preserving the heritage features of the building, such as the two columns flanking the entrance and restoring the herringbone floor, the store design introduced a mix of bespoke furniture units mixed with vintage items which were directly sourced from the antique shops of the area near Columbia Road with the aim to create a workshop-like and already lived-in interior atmosphere, the Bowling Club being a playful theme which deliberately hints at the 1960s swinging London.
The store concept behind Velasca London embraces a workshop atmosphere, blending functionality with the rustic charm of the so called Bottega. This approach not only aligns with sustainability goals, but also creates a unique shopping experience. In terms of sustainability, we opted to retain some of the existing features, to repurpuse the existing herringbone flooring and to re-adapt vintage furniture pieces. Customers are immersed in an environment that tells a story of craftsmanship and conscious design choices, the same drivers which are behind the Velasca brand.
The store launched with an opening which happened at the same time of the Chiltern Street Christmas Market night.
Photo credits: www.velasca.com
