Jimmy Choo opened a new pop-up store, during Paris Fashion Week, in collaboration with Harry Nuriev, founder and creative director of Crosby Studios. This retail space anticipates a concept that will be implemented on a larger scale in a new store in Japan in December 2023. Harry Nuriev, for the occasion, transformed Jimmy Choo’s oyster-colored shoe box into a vault-inspired space, that turns the traditional notion of a luxury boutique on its head. The pop-up reflects the glamorous and playful values of the brand headed by Sandra Choi, creating an immersive environment that houses limited-edition treasures and collectibles ranging from shoes, handbags and accessories. References to the backroom are cleverly integrated throughout: Jimmy Choo shoe boxes, made of sumptuous suede and finished with shiny gold labels, line the walls and are complemented by a gold “bullion” seating area. Considered a pioneering voice of global minimalism, Nuriev plays with transformism, which sees him taking existing objects, materials and forms and imbuing them with new aesthetic qualities and materials to transcend their usual frames. The pop-up will be open untill December 2023 at 34 Avenue Montaigne.