David Collins Studio has taken inspiration from historic Italian villas for its interior design of de Grisogono’s flagship store on London’s New Bond Street.

The building’s shiny black façade echoes the veneer of a jewellery case, while black marble floors and carpet in amethyst hues lead customers through a series of rooms named after the main interior spaces of grand Italian residences: Corte, Grande Sala and Stanza del Tempo.

‘It can be quite intimidating sometimes’, says Lewis Taylor, design director at David Collins Studio, of the jewellery-buying experience. ‘So, we wanted to create areas of intimacy.’

The first room – a softly curved, subtly asymmetrical space with shaved sharkskin panelling – houses the Genevan jeweller’s most iconic pieces, and is fitted with fixtures that echo details of the collection. Sales desks in organic shapes have been set to the sides, shielding customers from view.

An adjacent room – the Stanza del Tempo, reserved mainly for watches – opts for a more masculine touch, softened by rounded corners and bright green velvet furniture.

The studio balanced the need for privacy with the desire to remain welcoming by crafting a sense of intrigue. ‘A glimpse that there’s something beyond the first room,’ says Taylor.

Behind the vestibule, a private area reminiscent of a drawing room houses a bar, a fireplace and custom-designed amethyst velvet David Collins furniture, mixed with antique pieces.

Artworks from the nearby Opera Gallery – handpicked by de Grisogono’s founder Fawad Gruozi, who will select new pieces every few months – hang on silk wallpaper pistachio walls.