Versace opens a new London boutique complete with an in-store exhibition to commemorate.

December 13, 2017

Donatella Versace swapped the red carpet for a more intimate celebration this week to open the luxury brand’s new London boutique.

“I created this new boutique not only as a connection between London’s architectural heritage and Milan’s cultural history, but also as a dialogue between the legacy and the future of Versace. I wanted the space to be a link between the world of Versace and our customers, creating a welcoming yet glamorous atmosphere,” said Donatella Versace.

Located at 179-180 Sloane Street, the store features three floors and is the first one in Sloane Street to have a Gold/Platinum LEED (Leadership in Energy and Environmental Design) Certification.

With the utmost attention to detail and careful selection of precious materials, the boutique reveals a new, modern aesthetic for Versace stores: fior di bosco marble, onyx and brass are mixed to create an elegant, glamorous and welcoming atmosphere, offering an elevated shopping experience.

Continuing the brand’s tribute to founder Gianni Versace, the boutique is showcasing a selection of pieces from the brand’s Spring 2018 collection alongside an exhibition of unseen archive images captured by Doug Orway. The intricate gold gown worn by Donatella to the fashion awards is also on display.