When SJP by Sarah Jessica Parker asked architecture and interior design firm Roar to design the interior of its new shoe boutique, they cleverly chose the whimsical world of Wonderland as the theme. The store, located in Abu Dhabi’s Galleria Mall, features bubbles, feathers, reflective surfaces and iridescent colors, in a setting that is not only aesthetically pleasing and interactive, but also includes a digital system to perfect the sensory experience.
Sarah Jessica Parker unveiled her new shoe boutique, SJP by Sarah Jessica Parker, at Abu Dhabi’s Galleria Mall, with an imaginative interior designed by Roar. Inspired by the fabulous world of Wonderland, this magical space incorporates elements such as bubbles, feathers, shimmering surfaces and iridescent colors to create a sensory-rich environment. Pallavi Dean, founder and creative director of Roar, explains the philosophy behind the concept: “We wanted to create a place that went beyond a simple retail store. The aim was to create a place where you can immerse yourself in a dream, and where every element – from the pink color palette reminiscent of an elegant, intimate make-up room, to the curved lines that attract and seem to embrace – contributes to a feeling of softness and enchantment.” The design reconciles functionality with moments of pause and play, giving customers the impression of being at the heart of a magical tale. Based on the original model of SJP’s first boutique, Roar refined the design by introducing pink tones to create a cozy, warm atmosphere. Judiciously distributed, mirrors and reflective coverings allow visitors to admire themselves from different angles, awakening in them a spirit of curiosity and playfulness. From the ceiling, the mirrors offer impressive perspectives for total immersion in this dreamlike setting. The design perfectly integrates functionality, with displays that reveal items at different heights and on different backgrounds. The storefront is adorned with semi-transparent bubbles, creating an intriguing visual effect that entices passers-by to push open the door. SJP Abu Dhabi harmoniously combines originality and relevance, offering an exceptional shopping experience that transports customers into a world of wonder.
