Pinko picks HMKM to develop store look

Italian fashion house Pinko is set to increase the number of its stores in the UK, and has appointed consultancy HMKM to develop a new retail design concept.

HMKM has unveiled a refurbishment of Pinko’s only standalone London store, in Brompton Road, Knightsbridge as the first stage in the retailer’s expansion plans. The refurbishment was carried out in readiness for the start of a campaign featuring singer Mariah Carey, which was launched at the shop last week. Carey has been named as the ‘face’ of the London-based fashion brand.

HMKM’s work provides a softer and more feminine backdrop for the collections, together with over-scaled imagery from the campaign, shot by fashion photographer Michelangelo Di Battista.

Christian Papa, director of HMKM, says, ‘We have been dissecting how we can take the brand forward and this was the initial stage. We had about three weeks to do something interim. The brand is looking at further expansion, and for that we are looking at a new retail concept.’

Pinko has 410 retail stores in Italy. It also has outlets at Harrods and Harvey Nichols in London.