Forte Forte London Store by Robert Vattilana & Giada Forte

Italian womenswear label Forte Forte continues to explore the feminine spirit through design with their new boutique in Chelsea, the brand’s first London flagship. Once again, a clever and unexpected material palette defies expectations of what a women’s retail store ‘should’ conventionally look like; rather, the store seeks to be inspired by and respect the multifaceted concept of femininity.

Founders and siblings Giada and Paolo Forte are continuously drawn to Italy as a source of creative conceptualization for their collections, producing tactile and eclectic prints, fabrics and accessories. Their Chelsea store design echoes this, with Giada Forte once again tapping Art Director Robert Vattilana to execute the project.

Verdant plants and organic elements create an indoor-outdoor effect throughout, with the narrow, linear store culminating in a small courtyard. Here, a Japanese maple tree is planted, its changing leaves a showcase of changing seasons and a reminder of the connection between fashion and nature.

Indoors, a monstera plant is allowed to grow haphazardly, appearing vibrant against intricate exposed brick walls. The red clay bricks were handmade in Sicily and took over two months to lay in a recessed and protruding pattern. The occasional gold leaf or turquoise ceramic block punctuates the red bricks. Terracotta tiled floors, shelves and counters made from slabs of grey ceppo Lombardo stone add subtle textural contrast to the brick.

Sculptural brass elements echo existing Forte Forte boutiques, with the material prominent in both the Paris and Milan flagships. In Chelsea, brass forms a striking wall-hung staircase, custom clothing racks and hangers, and frosted changing room doors complete with portal windows. The change room cubicles are lined in velvet, a soft and luxurious counterpart to the abundant brick and metal. Abstract artwork, chaise lounge chairs and Bitossi ceramics further add to a homely yet chic feel.