Leading luxury Italian brand Frette has opened its flagship store, debuting its AW16 collection and offering a full range of exclusive Bespoke services to customers.
Located at 43 South Audley Street, in the heart of Mayfair, the store has been designed by highly acclaimed DIMORESTUDIO, fusing contemporary design influences with traditional Art Deco detailing to create a boutique, luxury retail environment. Frette is the brand of choice for the world’s most exclusive hotels and spas, with the flagship store’s opening representing an exciting expansion of the brand’s offer for the home.
The London flagship store offers two floors and 400 square metres of retail space, housing signature displays and seasonal and classic collections of bed linens, bath linens, home décor and nightwear. Frette’s AW16 couture collection has made its debut at the store’s opening, which re-interprets jacquard in a contemporary way, bringing together different designs to create a unique balance of materials.
As part of the launch of the new store, Ashley Hicks, the well-known British interior, furniture and textile designer has collaborated with Frette to create an exclusive linens collection. The range took inspiration from an Italian Renaissance fabric that Ashley has reworked and named Salvadori. The collection is now available exclusively in the UK and to see in the new Mayfair store.
One of the most exclusive offerings from Frette, their Bespoke service, is located on the lower ground floor, where customers are able to work with Frette’s advisors to develop their design vision to create a fully personalised collection.
Once exclusive to Claridges and the Orient Express, the service allows clientele and designers to take advantage of more than 150 years of design expertise in private consultations to create truly unique products. The Bespoke service is offered for all product categories, from bed, bath and table linens to throws, dressing gowns and pyjamas. Customers are able to select from a vast array of fabrics and colours that they can customise with embellishments, finishing touches, or decorations including monograms and family coats-of-arms.
Renowned Milanese interior designers DIMORESTUDIO are responsible for the store’s design. Fusing contemporary architecture and the design influence of Carlo Scarpa and Charlotte Perriand, the store will transport clients into a world of fine luxury.
Natural lighting highlights the beautiful emerald green glass panelling and is complimented by brushed brass finishing throughout. The store uses duck egg blue walls as its base palate to create lasting style and highlight the elegance of Frette’s products. The store’s staircase acts as the central hub, connecting the two floors using decorative glazed black metal layered over white opal glass.
Set against Marquina marble, the showroom also features luxurious satin arm chairs to create cosy corners to achieve a relaxed and welcoming atmosphere. Frette’s products are framed within subtly glowing displays with golden tones, creating an aesthetically dramatic display of luxury.