When Saint Laurent opens a storefront, it does not mimic the overt maximalism of luxury competitors, or the frills often associated with Parisian boutiques. For its new flagship on the Avenue des Champs-Élysées, the fashion house has opted for a radically different aesthetic: that of an exquisitely renovated warehouse, complete with touches of brutalism and minimalist design.
The space, Saint Laurent’s largest to-date, spans four floors behind a Haussmannian facade. A neon sculpture by artist Cerith Wyn Evans dominates the foyer, offset by pitch black staircases curling between the levels. Heavy marble shelves are affixed to the walls throughout, complemented by seating from designers Donald Judd and Rudolph Schindler, as well as wide marble tabletops. In the flagship’s top-level VIP suite, guests can examine their chosen garb in a towering, circular mirror propped up against one of the building’s thick, concrete columns.
The house’s creative director, Anthony Vaccarello, who assumed his position in 2016, is behind the store’s concept, an extension of the vision he has designed for Saint Laurent on the runway. “I wanted to realize one of Yves Saint Laurent’s wishes when he arrived in Paris,” the designer said in a statement. “He wanted his name to be written in fiery letters on the Champs-Élysées.”
The boutique opened its doors last Saturday, and houses a slice of the full breadth of the brand’s offerings—including men’s and women’s ready-to-wear, handbags, shoes, accessories, and fine jewelry. The interplay of textures and spare design pieces throughout the space reflect the house’s mission to balance a raw aesthetic with the refinement customers have come to expect.
In an interview with WWD, president and chief executive officer of Saint Laurent Francesca Bellettini explained, “Having a flagship on the Avenue des Champs-Élysées is a strong statement for any brand. It is a truly iconic location. The clients you have here are unique, and our intention is to offer them the ultimate experience of Saint Laurent. We are projecting what the brand stands for—both physically in the space itself and in the service and client experience.”
