The brand is making a grand statement with its new flagship store which is located on one of Paris’ most prestigious streets.
The 500sq m boutique is located at 15, rue du Faubourg-Saint-Honoré, just across from Lanvin and not far from Hermès and Cartier, one of the world’s most important luxury destinations, giving the fashion house owned by the Richemont group increased visibility.
This address, called “le 15 Faubourg”, completes Alaïa’s Parisian retail network, alongside the two other historic stores on rue de Moussy and rue de Marignan. “Each represents a distinct facet of the house, while preserving the intimate and family spirit that characterises it”, it underlines in a press release, recalling that this new location “also symbolises the realisation of Azzedine Alaïa’s dream of having a boutique on this legendary street”.
The interior of the boutique thus evokes an enveloping atmosphere, inspired by Alaïa’s emblematic models with their soft and sculptural shapes. Four transparent tubular rooms lit by pink hues unfold on the ground floor, each dedicated to a distinct range of clothing and accessories. A spiral staircase leads to the upper floor, intended for the exhibition of certain models and which can be transformed into a private lounge, while a mezzanine houses the Café Sant Ambroeus.
The ultra-minimalist space, which displays clothes like works of art, is characterised by an almost ethereal ambient softness, rendered by soft materials such as pale pink carpet, curved glass walls, calibrated lighting and a skin-toned palette, in reference to Alaïa’s range of colours.
