Luxury lingerie brand La Perla has just unveiled its sleek new flagship store located at 9 Old Bond St in London.

Set over three floors, the space has been designed by renowned Italian architect Roberto Baciocchi. On the ground floor La Perla lingerie is exhibited in display cabinets with transparent gold metal hangers or presented to customers on trays lined with velvet, also showcased against a backdrop of soft pink, blue and yellow wall hues with plush fittings trimmed in golden accents.

The first floor is an “espace privé” dedicated to “VIP client”, with exclusive services such as the new collections “made to measure”. Even the dressing rooms with amethyst-colored walls are lined with backlit tulle panels. A gate marks this space dedicated to intimacy as if it were an exclusive territory where femininity is the protagonist and this is underlined by the metal grate that recalls ancient confessional and the bell “service” to call the lady at the sale.