CHRISTMAS 2025: RIGBY & PELLER IN LONDON

We are proud to present the fully renovated Rigby & Peller boutique in Guildford, a project that Graziosi Progetti architects had the pleasure of designing and delivering. Opened on November 27, this boutique is the first store in the United Kingdom to introduce Rigby & Peller’s new international store concept. It marks an important milestone for the brand and a rewarding project in which architecture, experience, and craftsmanship come together.

With over 85 years of expertise, Rigby & Peller is an authority in premium lingerie and personal styling. This rich heritage formed a key foundation for the design. The new interior respects the brand’s legacy while translating it into a contemporary, warm, and refined retail environment. Soft materials, a carefully curated colour palette, and elegant detailing create a calm and welcoming atmosphere in which customers feel at ease from the moment they enter.

The boutique is designed as a place where personal attention is central. The layout is clear and intuitive, balancing openness with privacy. Fitting rooms have been conceived as comfortable, almost lounge-like spaces, offering a sense of calm and confidence. Every element of the design contributes to a feeling of luxury that is approachable rather than distant — refined, feminine, and inviting.

An important aspect of the new concept is the seamless integration of innovation within the retail experience. The Guildford boutique introduces the Bra Size Scan, a fast and easy-to-use tool that allows customers to determine their correct bra size in under two minutes. The architecture subtly supports this technology, ensuring that innovation and design enhance one another without compromising the intimacy of the experience.

In addition, the boutique provides space for the core of Rigby & Peller’s philosophy: expert, personalised styling. The interior facilitates one-on-one consultations with lingerie stylists, focusing on silhouette, comfort, style, and confidence. The result is a retail environment that is not only functional, but also emotionally engaging — a place where women feel seen, understood, and inspired.

We look back with great appreciation on the collaboration with Rigby & Peller and all partners involved. The Guildford boutique is, for us, a strong example of how brand identity, innovative retail concepts, and thoughtful architecture can come together to create an inspiring and future-proof shopping experience. A project in which design is not only visible, but truly felt.