If its bright red color didn't risk leading us astray, the choice of the interiors of the new Fleur du Mal flagship store in Los Angeles could be well described by the oxymoron that was given to many movie stars who were both aristocratic and irrepressibly erotic: "hot ice".

The NYC based brand, producer of high-end lingerie, explores a synthesis of sophisticated luxury and explicit sensuality for the opening of its new flagship store on the West Coast. "For our first flagship in LA, the direction was 70s Italian meets Studio 54, with a dash of Parisian sensuality," says Canadian-born founder Jennifer Zuccarini, who entrusted the interior design to studio Perron-Roettinger.

Combining bourgeois stylistic elements - the herringbone parquet floor, the Foglio lamp by Tobia Scarpa for Flos - with the fluidity of the organic forms of the sofas, wings and counter, the space avoids any hyperdecorative winks and chooses to privilege rounded forms and an unmistakable red color on the walls. An expedient that allows sensuality to explode without vulgarity, not concealing the nature of the store but keeping it safe from maximalist drifts. In this niche dominated by red, even the product remains discreet: without flooding the displays, it prefers to muse within niches and stands, using subtraction as a strategy to emphasize its effortless protagonism.