Murmur opens its first flagship store

16 May 2025

On November 14th, over 200 people celebrated Murmur’s opening of its first flagship store in north Bucharest’s high-class commercial and residential area. A world of striking visuals and daring elegance.

Launched in 2011 by designer Andreea Badala, Murmur is a ready-to-wear brand renowned for its strongly feminine aesthetic, inspired by the allure of 1950s pinups. The brand masterfully transforms the silhouettes of vintage lingerie into modern collections for the empowered woman unafraid to express her sensuality.

Today, the Murmur experience can be explored at its flagship store located inside the Promenada shopping mall, at Calea Floreasca 246B, Bucharest. Architect Bogdan Ciocodeica has brilliantly encapsulated the brand’s essence through modern lines infused with touches of femininity, intimacy, and boudoir.

The boutique strikes a perfect balance between classic and contemporary, reflecting the brand’s distinctive identity. The interior features mesh textile panels, rough mirror walls, minimalist corners, and plush red velvet curtains, creating a visual feast. Every detail has been meticulously curated, from the music playlist, which is always in harmony with the latest collection, to the visual merchandising and décor. The store embodies a balance between contrasts: 'the seen' and 'the unseen', the rituals of 'dressing' and 'undressing', the 'palpable' and the 'mysterious'.
Along the perimeter, customers can browse the collections, including striking corsets, bodysuits, and lingerie sets. The store offers premium services such as alterations, customization, and styling advice, ensuring a personalized experience for each customer. At Murmur, every woman can enjoy a timeless encounter celebrating femininity and sensuality.

"The new Murmur flagship store marks the beginning of a new chapter in the shopping experience in Romania. We want to show the market and the public that shopping is more than an immediate transaction." Andreea Badala, Founder & Artistic Director, Murmur.