Keeping the world warm with minimalism and elegance

Located just outside Bond Street tube station and a short walk from Oxford Street in the heart of London, the Bosideng Fashion Store designed by London-based DSDHA Architects was acclaimed as London’s answer to New York’s Flatiron Building when it first opened in 2012.

The world-leading down jacket brand’s flagship store closed in 2017 for renovation and reopened in 2022 with a new and more modern look. It features an interactive area devoted to the brand’s culture as well as several multifunctional experience zones that combine an exciting shopping experience with exploration activities for all the family. One example is the ultra-modern snow room that simulates the extreme cold of the Arctic, where customers can gain firsthand experience of the performance of Bosideng jackets.

The brand, founded in 1976 and a leading producer of men’s and women’s down jackets, specialises in the fashion segment and high-altitude technical clothing and has won numerous international awards for its technology and innovation.

The building has six floors, the lower three occupied by the store itself and the upper three by Bosideng’s European headquarters.

The 584-square-metre store interior has a triangular shape and adopts a white and metallic silver colour scheme. The white marble-look ceramic floors, metal-clad product display areas and ample lighting create a minimalist and modern atmosphere that enhances the garments on display.

The exclusive use of marble-effect porcelain surfaces helped to create an elegant and luxurious atmosphere. Hi-tech porcelain slabs from Ceramica Fondovalle’s Infinito 2.0 collection offer an astonishingly realistic reproduction of the characteristics of natural marble, including veining, varied shading and colour.

The decision to use Calacatta White as the sole colour within the store helped to create a sense of aesthetic continuity and visual cohesion. It also enhances the modern design of the spaces, unifying the interiors and creating a harmonious visual effect that fits in perfectly with the Bosideng Fashion Store’s elegant and contemporary style.

The marble-effect surfaces also provide significant practical benefits. Ceramic is a durable, long-lasting and easy-to-clean material, making it ideal for high-traffic retail environments such as fashion stores, while its simple, low-cost maintenance allows store interiors to be kept in perfect condition at all times.

To conclude, the solutions proposed by Ceramica Fondovalle transformed the Bosideng Fashion Store into an exceptionally elegant and modern retail space. With their realistic aesthetics, visual cohesion and ease of maintenance, tiles from the Infinito 2.0 collection proved the perfect choice for creating a high-end, luxury shopping experience.