In 2023, I led the development and launch of a new cultural space inside Alaïa’s New Bond Street boutique in London — a concept café and curated bookstore designed to elevate the client experience and foster deeper emotional connection with the brand. The project combined a refined hospitality offer with a thoughtful editorial curation, inviting visitors to pause, read, and engage in a space that blended fashion, design, and literature. The bookstore featured rare and out-of-print titles in art, architecture, photography, and fashion, while the café offered a quiet retreat from the bustle of London’s luxury retail district. This activation positioned the boutique not just as a retail point, but as a place of inspiration and encounter — aligning with Alaïa’s vision of timeless elegance and cultural generosity.