WORDS BY NATALIE YIASSOUMI
The store is located in the Burlington Arcade and a percentage of sales proceeds will be going towards the Italian Red Cross to fight Covid-19.
Fabrizio Viti, the renown Italian shoe maker known for the whimsical shoes he creates both for his namesake label and as the women’s shoe director at Louis Vuitton, has opened his first boutique in London’s Burlington Arcade, a historic location that’s home to many artisanal labels and footwear mavericks, Manolo Blahnik included.
The store is a pop-up running until June and part of an ongoing traveling shop concept that will then be moving to Paris and New York.
The new London space, which marks the brand’s first foray into physical retail, is meant to be a window into Viti’s colourful world, which comes complete with a lot of lilac, modernist art and his signature daisies.
He dressed the store with a lilac-hued carpet, added vintage touches with some Sixties Italian furniture, decorated the windows with flowers to match the charming daisy embellishments on his shoes and worked with the gallery Almeine Rech, which lent him a sculpture and watercolour painting by the artist De Wain Valentine to display in-store.
The store is also a great opportunity for Viti to show off the exceptional quality and craftsmanship behind his shoes, which are entirely manufactured in Italy in a bid to also minimise the company’s carbon footprint. As you walk in, you’ll find classic styles such as textured leather pumps and satin block-heeled sandals, as well as the spring 2020 collection which includes everything from chic raffia pointed toe heels to daisy-appliquéd Birkenstocks, which are divisive but joyful nevertheless.
Undoubtedly, the Covid-19 pandemic has cast a shadow over Viti’s opening yet the brand is forging ahead and has also pledged to donate a percentage of sales from both its new store and website to the Italian Red Cross, in a bid to support the designer’s home country and the skilled team of craftsmen in the city of Veneto, which produce his shoes and have all felt the effect of the crisis in some way.
THIS ARTICLE CONTAINS COMMERCIAL, AFFILIATE LINKS. IMAGES COURTESY OF THE BRAND.