PARIS — Alaïa’s new flagship store in Paris feels like a scene from a romantic sci-fi movie.
The main space features four large glass tubes, tinted a soft rose. Below, the sleek cement floor gives way to pale pink carpeting, creating a cozy atmosphere filled with curvy, plush armchairs and sofas.
Shiny steel and mirrored surfaces reflect light, while a stunning white spiral staircase rises like a silk ribbon, guiding visitors into a spacious ready-to-wear area that resembles a futuristic living room.
“It’s all about creating an experience beyond shopping,” says Myriam Serrano, the brand’s CEO, as she tours the impressive 5,400-square-foot space. The store even includes a reading nook and a café run by the Italian group Sant Ambroeus.
This flagship is Alaïa’s largest store worldwide, reflecting the brand’s evolution since they appointed Belgian designer Pieter Mulier as creative director three and a half years ago. Under his leadership, the brand has launched popular accessories like the Le Teckel bag and mesh ballerina flats.
“It’s significant to have such a visible store in an iconic location,” Serrano notes, pointing out that the boutique is right across from the famous Hermès store. She sees it as a “new home” for Alaïa, showcasing a combination of retail space and offices for key team members. “It elevates Alaïa’s status and visibility,” she added.
The building, once the headquarters of Lanvin, has retained its historic charm, featuring original metal window frames. Alaïa’s parent company, Compagnie Financière Richemont, bought the property in 2017, and after a three-year renovation, it has transformed into a chic space.
Serrano emphasizes the attention to detail in the renovation. “It’s simple, yet every element has been thoughtfully designed,” she explains. Mulier collaborated with Japanese architects Kazuyo Sejima and Ryue Nishizawa for the interiors, resulting in a fresh, bright space filled with soft white walls and plush off-white furniture by Philippe Malouin.
All the elements work together to create intimate spaces, with each glass tube displaying different product categories. This arrangement softens the boldness of steel shelves and minimal clothing rails.
Mulier describes the store as “a new chapter” for Alaïa. He aims to maintain the brand’s authentic, warm spirit while evolving. “We needed to grow without losing what makes Alaïa special,” he states. The collaborative nature of the project reflects the brand’s artisanal roots.
The boutique is where fashion, art, and design connect. Mulier highlights that it’s a place where time feels suspended, allowing visitors to experience Alaïa’s unique perspective beyond traditional fashion. The location is particularly meaningful for the brand because Azzedine Alaïa, the late founder, always dreamed of having a shop on this famous street.
The store pays homage to Alaïa’s legacy with features like round mirrors and lamps and a staircase echoing the curves of his iconic designs. At the café on the mezzanine, a large communal table invites guests to gather, reminiscent of the designer’s celebrated dinner parties with artists and celebrities.
While the café serves drinks and pastries, it enhances the family-like atmosphere that Alaïa is known for. Serrano emphasizes that despite its size, the boutique will always retain its personal, warm spirit.
The store’s grand opening is set to coincide with Couture Week, celebrated with an intimate cocktail party organized by We Are Ona and Sant Ambroeus. This location is Alaïa’s third stand-alone shop in Paris, a city rich with style and creativity.
Mulier also commissioned American artist Diamond Stingily to create five sculptures made of chains and synthetic hair, adding an artistic touch to the welcoming ambiance. The store features a generous VIP fitting area that can also serve as a display space, enhancing its versatile function.
The opening will align with the launch of Mulier’s latest runway collection, which includes innovative pieces like coiled furs and dresses designed for a body-hugging fit. Additionally, the boutique will showcase the pre-spring collection titled Archetypes chez Alaïa, along with exclusive ready-to-wear items and accessories.
This new space encapsulates Alaïa’s past while paving the way for its future, staying true to the spirit that defines the brand.
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