British headquartered luxury brand Jimmy Choo has expanded and renovated its store at Elements, a shopping mall in Hong Kong, to include both women’s and men’s collections.

The new 1372 sqft boutique is part of the company’s strategy to increase its presence in Greater China. This is the first retail opening managed wholly by Jimmy Choo Hong Kong, the new venture created following the acquisition of the shareholding from joint venture partner Bluebell at the end of 2011.

Originally opened as a women’s-only store in 2008, this expansion, now incorporating men’s, represents the fifth store for the company in Hong Kong, complementing existing locations in Landmark, Ocean Centre, Pacific Place and Hong Kong International Airport.

The store offers a complete assortment of Jimmy Choo women’s shoes, handbags, small leather goods, soft accessories and sunglasses. There is also a special section dedicated to the Choo 24-seven collection, the ‘Perfect Shoe and Bag Wardrobe’.

The men’s store will offer a complete assortment of men’s shoes, bags, belts and small leather goods.

The storefront features side by side entrances for women’s and men’s, each with its own dedicated shopping environment. The women’s space evokes the architectural glamour of a 1940s boutique. The neutral beige interior colour scheme is a harmony of ivory, pale rose, lilac and sand, in keeping with the brand’s signature colours. Decorative elements of the interior include lush tufted seating, mirrored tables, crystal drop chandeliers and niches upholstered in reflective finishes.

The men’s store reflects the global design concept for the men’s collection, echoing the “sensibility” of the Jimmy Choo brand. The interior colour scheme of charcoal grey, black and silver evokes a modern gentlemen’s club aesthetic with a hint of a 1960s Mayfair playboy. Ebonised wood fuses with grey flannel and English pewter hardware to further reference the sartorial inspiration.

“We are thrilled to reopen this exceptionally positioned Jimmy Choo store in Elements, and offer for the first time, the entire world of Jimmy Choo products in a single retail environment. We know we have an important clientele in Hong Kong and look forward to bringing the complete Jimmy Choo experience to them,” said Wannie Suen, Jimmy Choo president, Asia.

GB