The new Emilia Wickstead flagship store takes inspiration from the classic but yet contemporary partitioning of an Italian palazzo, a "room-to-room" approach marked by the presence of marble portals, which formally define spaces and purposes but yet connected. Emilia admiration of the 30’s Italian architecture gave us the idiom steering, resulting in a rational design – a pure application of mathematics to aesthetics, repetition of geometric shapes and symmetry, with one datum height of which the whole scope turn around. Her “sophisticated simplicity” approach, shares our values which defined the experience we wanted to convey to the future costumers - a continuous journey of emotions from discovering the space up to wearing her dresses, a proper touch and feel. Located in Sloane Street, London, the design reflects the brand ethos focusing on high detailing to appear simple which results in understated elegance and sophistication. Rosa Alicante portals are guiding customers from the ready to wear rooms to the Bridal area defined from big mahogany pivot doors, which they activate as path for seasonal runways. A refined palette of few and consistent materials, with Rosa Alicante and White Carrara marble chequerboard flooring set against bespoke elements such as polished stainless steel hanging rails, display units and bespoke mirrors. Ironmongery, built-in joinery, and fixed furniture have been designed by Nenmar and made to measure.