Red Valentino Store Features an India Mahdavi’s Dream-Like Atmosphere

India Mahdavi is a well-known Paris-based Interior Designer responsible for the conception of the new Red Valentino flagship store in London.

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She have studied in the famous École des Beaux-Arts, in Paris, before moving to New York’s School of Visual Arts. After, she settled in the Frech capital to work as artistic director. These continuous changes made her find a specific work methology, as she says that ‘location is the starting point for all the projects’. But still, one thing remains bonded to her cultural roots: her love for color, as it seems to be an Irano-Egyptian heritage and cosmopolitan childhood.

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REDvalentino creative director explains ‘The initial idea was to create an intimate and emotional space’. ‘A meeting place that favors dialogue, a virtual and real exchange of ideas. London is a dynamic, cosmopolitan and unique metropolis. it is important for me to have a REDvalentino store in this universe-city, center of constant evolution and multicultural activity.’

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The 170 square meter store presents a brass and glass façade to the passing Sloane Street. Inside, India Mahdavi sought to create a dream-like atmosphere with striking contrasts, yet a harmonious overall mood. the sinuous lines of individual elements blend with the collections on display, animating the versatile and multiform space, which is primarily composed of three colors: white, pink, and ochre.

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The Paris-based designer also said ‘my style is polyglot, polychrome, cross-cultured’. ‘Color is fundamental in my work, so is texture. I use texture like color, and I use color to bring light. Being creative starts with imagination, is fed by inspiration, and ends with a story’.

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