The new EDvalentino flagship store in London has recently opened. The interiors and architecture has been designed by the architecture studio India Mahdavi from Paris, France. The store can be found in the Sloane street. The new concept is energetic with a vibrant spirit, bringing interesting combinations of color, texture as well as materials. The architects developed the retail interiors in collaboration with designer Pierpaolo Piccioli. The REDvalentino store offers a 170 square meter space presented by a brass & glass façade to the outer street that invites customers to come inside. The architects have initially wanted to create a dreamlike atmosphere with contrasts but yet harmonious overall mood. The individual interior elements blend with the collections on display perfectly, animating the multiform and versatile space, which is based around three main colors, namely pink, white and ochre as well as gold elements.