Demna Gvasalia’s introduction at the luxury house by the Kering conglomerate has proven to be a successful one, and the effect has begun to ripple across all areas. Following last year’s launch of a brand new Balenciaga boutique in Los Angeles – the first major retail endeavour under the supervision of the Georgian designer – the Balenciaga flagship store in Paris has now been fully revamped according to the latest design codes.
Located at 336 rue Saint-Honoré, the Paris store’s interior aesthetic has dramatically shifted from graphic and colourful, to austere and industrial. To achieve the transformation of the lofty 300 sqm. retail space and thus have it made fully compatible with the creative trajectory he has envisioned for Balenciaga, Gvasalia tapped Berlin-based architecture practice Gonzalez Haase.
The setting boasts clean lines, and cleverly incorporates the building’s concrete shell into a contemporary palette dominated by concrete and aluminum. The latter material is captured by shelving, elongated display tables, and an intricate network of suspended tubes that’ll showcase apparel pieces. The renewed Balenciaga store carries the brand’s full product range, including men’s and women’s apparel, accessories and shoes.
The women’s ready-to-wear and accessories collections are displayed on warehouse conveyor rails that nod to the brand’s headquarters and aluminum display tables. Finally, the changing rooms are covered by silicone curtains and are complimented by utilitarian synthetic leather benches.