Out with the old and in with the new. Victoria's Secret is gearing up to show off its sophisticated side with the launch of a new store redesign. Inspired by a jewel box, the new exterior of Victoria's Secret will embody a upscale feel using laminated glass panels, smaller windows, crystals and stainless steel. In other words, it will be far more demure than its current stagey windows. Take a look at a rendering of the new store below.
The store's interior will be updated as well. It will look more "upscale, luxurious, and very feminine," said Inga Kruliene, a principal of Callison, the architectural design firm that is collaborating with Victoria’s Secret on the project. Compared with older schematic of pinks and red, the new interior will showcase a romantic black and white theme. The redesign will debut at the new flagship location in the Upper East Side of Manhattan come November. Plans to upgrade all Victoria's Secret stores are yet to be decided. What do you think about this sophisticated direction for VS, who's normally associated with in-your-face sexiness?