ALAÏA’S NEW STORE ON RUE FAUBOURG SAINT-HONORÉ
BY BUNGALOW IMAGE TEAM
Alaïa has unveiled its most ambitious project to date: a sprawling flagship store situated on Rue du Faubourg Saint-Honoré, a stone’s throw from Hermès and directly opposite Lanvin’s historic boutique. This seven-story architectural masterpiece not only cements Alaïa’s status as a major player in luxury fashion but also signals a bold new direction under creative director Pieter Mulier.
The store’s design transcends traditional retail concepts, offering an immersive experience that blends fashion, art, and architecture. The ground floor, dominated by four monumental glass tubes subtly tinted in rose, evokes the set of a futuristic romance. Curved steel and mirrored surfaces abound, creating a harmonious contrast between the sharp and the soft. A pale cement floor transitions into blush-toned carpeting, complemented by Philippe Malouin’s sensuously rounded armchairs and sofas. At the heart of the space, a spiral staircase unfurls like a silk ribbon, leading visitors to a vast ready-to-wear salon styled as an avant-garde living room.
The flagship occupies 5,400 square feet and includes two floors dedicated to fashion and five additional levels for Alaïa’s top management and creative teams. It serves as a new home for the brand, enhancing its visibility and solidifying its position in the luxury landscape.
Honoring Heritage While Looking Ahead
The building, formerly Lanvin’s headquarters, was acquired by Alaïa’s parent company, Compagnie Financière Richemont, in 2017. Its transformation into this striking flagship took nearly three years, with Mulier showcasing his Spring 2023 collection in the raw, unfinished space before further renovations commenced. The final result is a testament to meticulous craftsmanship and creative collaboration, with every detail thoughtfully considered to reflect Alaïa’s ethos of purity and intimacy.
For the interiors, Mulier enlisted the celebrated Japanese architects Kazuyo Sejima and Ryue Nishizawa of SANAA. Their minimalist aesthetic is evident in the pristine white walls, pale carpeting, and mirrored surfaces that define the space. The deliberate contrast between softness and precision encapsulates Alaïa’s unique DNA. Each detail has been carefully studied and perfected, embodying the brand’s commitment to thoughtful design.
A Space for Connection and Creativity
This flagship store is more than a shopping destination. It’s a venue where fashion, art, and design intersect. A mezzanine-level café operated by Sant Ambroeus offers a nod to Alaïa’s legendary dinner parties, fostering a sense of community and familial warmth. While the café serves only beverages and baked goods, it reinforces the brand’s commitment to authenticity and human connection.
The store’s design extends to carefully curated VIP fitting areas housed within the glass tubes and a communal dining table that invites visitors to linger and engage, maintaining Alaïa’s personal and authentic spirit.
The Pieter Mulier Era: Expanding Alaïa’s Vision
Since taking the helm three and a half years ago, Pieter Mulier has injected new life into the brand, introducing hit accessories like the Le Teckel bag and mesh ballerina flats. This flagship opening marks a significant milestone in his tenure, representing a new chapter for Alaïa while preserving the maison’s essence. The space embodies Alaïa’s unique perspective, transcending conventional fashion and reflecting a timeless vision.
The flagship also fulfills a long-held dream of Azzedine Alaïa, the brand’s founder, who envisioned a boutique on this iconic street. The realization of this dream adds an emotional layer to the store’s opening, symbolizing the brand’s evolution while honoring its storied legacy.
A Tribute to the Past
The store pays subtle homage to Alaïa’s storied legacy. Round mirrors, coiling staircases, and sculptural furnishings echo the late couturier’s signature designs, including his iconic body-hugging dresses and innovative use of zippers.
The flagship’s thoughtful design and multifaceted purpose herald a bright future for the brand, cementing its position as a leader in the ever-evolving world of luxury fashion.
Bungalow 28 is a tech and creative marketing agency working with DTC brands within fashion, luxury and cultural industries.