In New York’s Soho district, Aquazzura translates its distinctive visual identity into a theatrical retail environment designed by Humbert & Poyet, where colour, reflections and precious materials create an immersive setting for the Florentine luxury footwear brand.
Located at 99 Prince Street, the 55 sqm boutique occupies a space behind an original 19th-century façade. Emil Humbert and Christophe Poyet conceived the interior as a stage, combining bold graphics, sculptural displays and a sophisticated palette of blue, green, purple and pink.
A theatrical setting for Aquazzura
Deep colour tones emphasize the sequence of arches and architectural elements that define the boutique, while polished brass details contrast with the brand’s characteristic black-and-white stripes. The result is an interior in which architecture and display become part of the same scenographic composition.
Small brass swings suspended from the ceiling present selected pieces from the collections and extend the display language into the window area. At the centre of the boutique, a sculptural shoe carousel inspired by Memphis design combines a conical base with a large circular travertine tray connected to a golden brass sphere.
Reflections, travertine and brass
Floor-to-ceiling mirrors installed within the alcoves visually extend the boutique, generating an infinity effect and multiplying the striped pattern of the arches. Polished brass display structures with mirrored shelves and travertine bases occupy the niches, turning the footwear into part of the architectural composition.
A carpet featuring abstract curved graphics in different shades of purple is framed by black-and-white terrazzo flooring and defines the seating area. Pink velvet sofas, complemented by cushions featuring Aquazzura’s signature stripes, introduce a softer material quality, while a pink velvet bench on a notched brass base completes the composition at the rear of the boutique.
The fitting area is marked by a green striped wall reminiscent of large velvet theatre curtains. Against this backdrop, a sculptural brass-and-glass display illuminated by spotlights reinforces the theatrical character of the interior.
Throughout Aquazzura Soho, reflective and matte surfaces, saturated colours and carefully selected materials interact to create a layered interior. Travertine, terrazzo, brass, mirrors and velvet form a sophisticated backdrop in which the products remain central to the retail experience.
Humbert & Poyet
Architects Emil Humbert and Christophe Poyet joined forces to establish Humbert & Poyet, developing projects across architecture and interior design. Their work is characterized by meticulous detailing and the use of materials such as stone, wood and bronze, with particular attention to lighting, proportions and material combinations.
by AN Shopfitting Magazine no.151 ©