Schiaparelli has doubled its retail space at Harrods, unveiling a new 2,390-square-foot boutique on the store’s first floor. Reflecting the Maison’s signature surrealist aesthetics, the new space blends theatrical design with intimate, residential elements, marking a strategic push to translate the brand’s couture identity into a distinct retail experience.
The new boutique, designed in collaboration with creative director Daniel Roseberry and architecture studio Halleroed, draws on the house’s historical ties to surrealism and the theatrical flair of Elsa Schiaparelli. The store utilizes an enfilade layout—framed by dramatic black portals— which is intended to evoke the intimacy and eccentricity of Schiaparelli’s original salon at Place Vendôme.
Inside, the boutique blends residential comfort with fantastical details. Visitors enter through white-wrapped corridors, which echo the moulding details of the brand’s Paris flagship. These lead to a central lobby crowned with a gold-leaf domed ceiling, adorned with original hand-drawn sketches by Roseberry. The space unfolds into a series of themed rooms, including a surrealist jewellery space styled as an Art Deco bathroom, a mirrored velvet shoe room, and a private VIP boudoir.
For Schiaparelli, the space marks its most ambitious standalone concept to date, offering clients a fully immersive environment that reinforces the brand’s couture positioning. For Harrods, the move aligns with an ongoing emphasis on curating bold, narrative-driven luxury offerings for an international clientele.
The expansion also underscores Roseberry’s influence in evolving the brand beyond the runway. While Schiaparelli’s avant-garde couture garners attention on red carpets and fashion week stages, this retail space translates that creative vision into a consumer-facing environment
With this new retail concept, Schiaparelli reinforces its identity as both a heritage brand and a creative force. As luxury retail continues to pivot toward immersive, emotionally resonant experiences, the Harrods boutique offers a glimpse of how theatricality and intimacy might shape the next era of fashion storytelling.
By Lea Rabaron
