Italian brand Sergio Rossi recently unveiled its concept store at Starhill Gallery. This is the first Sergio Rossi’s concept store in Kuala Lumpur, Malaysia.

A playful tribute to femininity and an alluring homage to the world’s emblematic screen icons, the Sergio Rossi concept store celebrates womanly beauty and power, with the shape of the furnishings inspired by the high-heeled shoe’s curvaceous silhouette.

In collaborations with Sergio Rossi’s creative director Francesco Russo, the London based design company, Studioilse, translated the core values of the Sergio Rossi’s brand to make the new concept store. This prestigious concept store invites the customers to two distinct, mise-en scenes to enjoy and try on the shoes.

Symbol of seduction, the Italian shoe made by Sergio Rossi, is placed centre stage in two contrasting areas of the store: The “Front stage” and “Back Stage”

The “Front Stage” in the spotlight, centers on a large brass and glass sculptural display cases, flanking an array of brightly polished brass multi-level display cubes and a classical red velvet chaise lounge. A black and white herringbone pattern Italian marble floor picks up the clicks of heels. Clusters of brass lights hang at varying heights from the ceiling, a spectacular dressing room open to the public.

In contrast to the “Front Stage, the “Back Stage” offers a darker, more intimate setting of male/female seduction to be played out, a combination of dramatic furnishings and domestic comfort; it is enveloped by deep blue walls of floor to ceilings curtains. A sweeping voluptuous blue velvet curvy sofa sits on a plush blue carpet layered with zebra skin that beckons bare feet. A wall of Franco Albini inspired étagères takes the customers in the men’s area characterized by masculine atmosphere with a console fumoir, a CAB chair by Cassina designed by Bellini and an Albini-inspired étagères in wood.

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