In steps AoI with interiors for Ong’s first retail foray

Association of Ideas has created interiors for shoe designer Beatrix Ong’s first retail venture, situated in London’s Primrose Hill.

The 111m2 store is scheduled to open next week to coincide with London Fashion Week.

AoI director Jonathan Lovett says the store uses a ‘monochromatic’ palette. It features a black gloss feature wall, black floor and a ‘rough hewn’ wooden sculpture which acts as a centrepiece and also displays shoes. The remainder of the store is white.

‘[Ong’s] shoes are very colourful and the white walls let the shoes do the talking,’ Lovett explains.

Ong has also chosen a 1960s-style bar that acts as the cash desk and more merchandise is stored on slim shelves.

‘We’ve tried to create a space that keeps cost in perspective, but also has character and a little bit of gloss and glamour,’ says Lovett.

Ong, a Central Saint Martins graduate who previously worked with Jimmy Choo, launched her debut collection at London Fashion Week two years ago.