(Filed Under wholesale Lingerie News). Luxury lingerie and swimwear company La Perla has revealed a relaunched image in the United States with the reopening of a new-concept boutique in California.

La Perla’s new retail design, in the works since the company was acquired by Pacific Global Management in mid-2013, was unveiled at its European flagships in London and Milan last winter and has finally made it to the U.S. with the refurbishment of a boutique at South Coast Plaza in Costa Mesa, California.

Architect Roberto Baciocchi, who has worked on concepts for fellow high-fashion labels Miu Miu and Prada, was tapped for the La Perla makeover. The design’s main focus centers on symbolic Italian arches and gateways, featuring Portuguese marble, and an ultrafeminine range of soft colors, include pale blues, daffodil yellows and dusty pinks.

Boutique visitors will see products displayed in transparent cases, gilded hangers and on velvet-lined trays. Fitting rooms feature amethyst-colored walls and backlit tulle paneling, and sales staff can be summoned with a bell. The store also features a private space for VIP customers.

“La Perla has an extremely loyal client base in Orange County as the brand has had a strong presence at South Coast Plaza for 10 years,” La Perla North America CEO Suzy Biszantz said in a statement. “We are thrilled to offer these clients, and new ones alike, an entirely different store concept designed completely in mind for a luxury experience with personalized service.”

The brand will continue to unveil its new look at boutiques around the world, including Hong Kong, Macau, New York and Paris.

The luxury Italian company is currently celebrating its 60th anniversary with the rollout of a fall/winter collection with a focus on lacy lingerie that can be worn as outerwear. The items aim for a feminine appeal that strikes a balance between bold new looks and timeless classic designs.

La Perla was founded in 1954 by corset maker Ada Masotti in Bologna, Italy. South Coast Plaza is open seven days a week and located at 3333 Brisol St. in Costa Mesa, California.

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Published 09-17-2014 by Katherine Rautenberg