Saint Laurent’s Largest Store Reinforces Brand Direction

Saint Laurent has just announced the opening of its largest flagship store to date. Located in Paris’ Champs-Élysées — perhaps one of the most stylish addresses in Europe — Saint Laurent’s creative director, Anthony Vaccarello comments, “I wanted to realise one of Yves Saint Laurent’s wishes when he arrived in Paris and said he wanted his name to be written in fiery letters on the Champs-Élysées”.

Celebrating the essence of the building’s original architectural elements, the store features hard, industrial surfaces with exposed concrete walls and marble flooring. The building’s restored Haussmannian facade is Saint Laurent’s latest interpretation of modern luxury. The striking, luminous interiors provide a series of unique spaces that flow naturally with the sole purpose of creating an engaging experience for clients. The juxtaposition of raw and refined is delivered through thoughtfully place design elements, creating a new paradigm for a luxury shopping experience that is perhaps usually more clinically polished and predictability contemporary.

Interspersed in the white spaces are sensuous placements of wood, several Donald Judd furniture pieces and a smattering of neon-purple colours. A curved black-lacquered wooden staircase leads clients to a serene private garden, ideally after they have had a browse through brand’s collection displayed on marble frames. One of the boutique other highlights include a double-height foyer featuring a neon light sculpture by artist Cerith Wyn Evans which was commissioned by Saint Laurent.

So what does this mean for the Saint Laurent Maison? Well, fans of the house will recoginse that architectural structures and marble platform were seen on the background of Saint Laurent’s Spring/Summer ready-to-wear collection. If you recall, a winding staircase was also seen at Saint Laurent’s Pre-Fall 2023 imagery.

Conceptual shapes and smatterings of not-so-obvious maximalist elements showcase that Saint Laurent is not afraid to take chances while simultaneously not rendering to the quintessential take on a boutique. removing the need of predictability plush furnishings, harsh white lighting and mirrors in every corner. Just like the spaces in this Champs-Élysées store, there is a depth to the clothes and extrodinary tailoring that speak for itself and don’t have to rely on an ostentatious background to make them shine.

Saint Laurent Champs-Élysées doors are open at 123 avenue des Champs-élysées.

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