There’s been every reason to admire the Kurt Geiger format that’s been around for a while now. The mirrored cubes on which the merchandise is displayed, piled on top of each other, give a show-stopping entrance to every store.
This is slick, metropolitan store design – originally created by Found Associates – of the kind that sets up the expectation that you are going to have to fork out… and by high street standards you are unlikely to be disappointed.
However, the Regent Street branch does things differently. As part of a grand avenue where glamorous store windows are the norm, Kurt Geiger has pulled out all the stops and created the outline of two stiletto shoes, one in each of the windows, from curved white neon tubes.
It’s a simple and elegant solution to the problem of creating a stand-out display in a small unit when most of the neighbours have seeming acres of display space as part of their frontage.
Alongside the stiletto in the left-hand window is a graphic that’s been applied to the glassline, informing those who might be interested about the history of this kind of shoe. This is something of an afterthought – it’s easy to miss and the point has already been made by the neon sculptures: this is the place for killer heels.
Step inside and probably the most impressive thing about the interior is the Edwardian-looking (and it probably is) lift, permanently moored on the ground floor and used as a vehicle to show off shoes, boots and some fancy hosiery.
Regent Street tends to attract a better class of retail design and visual merchandising and Kurt Geiger is up there with its best.