Jimmy Choo Unveils Installation for Milan Design Week

Art and Fashion

May 5

Jimmy Choo unveils an exclusive installation with Harry Nuriev’s Crosby Studios for Salone Del Mobile.

By Art+ Magazine
Photos Felipe Cordeiro and Jimmy Choo
May 5, 2025

Global luxury accessories brand Jimmy Choo partnered with interior architecture and design firm Crosby Studios on an exclusive installation in the Sant’Andrea flagship store for the recent Salone del Mobile, the international design week in Milan.

Renowned for his avant-garde approach, Harry Nuriev, founder and creative director of Crosby Studios, has reimagined Jimmy Choo’s ground-floor boutique with a striking glass structure. The display, set within a glass capsule at leg level, created a sense of stillness—like a runway frozen in time. The installation’s unique perspective invited closer inspection. Each shoe, positioned as part of this static timeline, invited viewers to reconsider the evolution of design and its relationship with time.

Visible from both the in-store seating area and the external window, the installation presented a curated selection of archival designs, including pieces from Creative Director Sandra Choi’s personal collection. Iconic and archetypal Jimmy Choo shoes were juxtaposed with 3D-printed replicas, blurring the lines between reality and imagination with a dynamic exploration of form and function.

“For me, the challenge is always to transform familiar spaces and objects into something new. With this project, I wanted to take a commercial store and turn it into a temporary exhibition, a space that would exist for just one week but leave a lasting impression. In this brief moment, I sought to reframe the concept of fashion and design, elevating shoes beyond mere products to become works of art,” said Harry Nuriev, Founder and Creative Director of Crosby Studios.

Heralded as a pioneering voice in transformism, Nuriev plays with existing objects, materials, and forms, imbuing them with novel aesthetic and material qualities to transcend their habitual frames of perception. This latest collaboration with Jimmy Choo encapsulates the brand’s signature glamour and playfulness, transforming the boutique into an immersive brand experience.