Jimmy Choo’s collaboration with Harry Nuriev from Crosby Studios for Miami Art Week is a masterclass in transformative design. The installation’s centerpiece – a monumental 3D sculpture of the IXIA drop heel pump, rendered in reflective silver chrome – doesn’t just break the boutique’s façade; it breaks the conventions of retail architecture. This is not merely a display, but a spatial intervention that blurs the lines between art, architecture, and brand storytelling.
Continue reading for more of the Jimmy Choo Miami project from Crosby Studios:
Engaging the Senses, Elevating the Brand
By projecting the iconic shoe through the storefront, Nuriev and Crosby Studios create a visual tension that draws the eye and pulls visitors into a heightened sensory experience. The interplay of scale and materiality is a deliberate strategy: it magnifies the brand’s design DNA while inviting the public to reconsider the role of retail environments as stages for cultural engagement. This approach turns a boutique into a living gallery, making the act of shopping an event in itself.
The Power of Immersive Storytelling
Nuriev’s vision is rooted in transformism, using familiar forms to provoke new perspectives. The installation’s dialogue between monumentality and intimacy, past and future, is not just conceptual – it’s deeply practical. It’s a powerful way to drive foot traffic, spark social sharing, and make the boutique a destination during one of the world’s most influential art weeks. The curated display of Sandra Choi’s archive further anchors the experience in the brand’s heritage, reinforcing Jimmy Choo’s reputation for innovation and craftsmanship.
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Crosby Studios: Masters of the Retail Game
Harry Nuriev and Crosby Studios understand exactly what it takes to make a retail space memorable. Their radical interventions consistently challenge the boundaries of design, architecture, and commerce. By leveraging the Miami Art Week platform, this installation positions Jimmy Choo at the intersection of art and retail, demonstrating how immersive architecture can amplify brand presence and create lasting cultural impact. Harry Nuriev collaborated previously with Sandra Choi and Jimmy Choo for a project in Milan, revealed during Milano Design Week at Fuori Salone.
