CELINE FLAGSHIP STORE ON NEW BOND STREET IN LONDON
Celine has opened a new flagship in at 40 New Bond Street with a new art gallery concept.
November 24, 2021
The new Celine flagship store in London boasts 354 square-meters and features a wide-ranging panorama of works from 17th-century Flemish oils and contemporary sculpture to site-specific, custom-commissioned wall hangings and massive wooden fine-art panels.
Designed by Slimane, the ground floor is devoted to women with an emphasis on French elegance and a vintage aura. Featuring antique furniture and multiple art works – 12 on the ground floor alone. Many works are part of the Celine Art Project, which has grown to some 80 artworks in various stores in the brand’s global retail network.
Hedi even commissioned two specific works – by Leilah Babirye of Uganda and Nika Neelova of Russia – the former with a boldly looming closed-eyed neo-primitive figure, the latter with two ceiling hangs made of reclaimed architectural materials.
An additional octagonal room will be dedicated to Celine’s Haute Parfumerie and the Maison Celine gift line, something particularly dear to the designer’s heart. Designed to be somewhere between a jewelry box and cabinet of curiosities.
Slimane has never been afraid of a little juxtaposition, so the ground floor’s antique marble floor is in striking contrast to the basement’s concrete. Under-rack lighting helps give the impression that shop shelves are floating off the walls.
Fitting rooms in the basement men’s department are designed as a huge wooden screen that opens to reveal a library, from which clients are invited to browse.