Balmain to open London flagship
Set in the heart of London’s Mayfair district, the 200-square-meter flagship has been designed by Joseph Dirand (who also oversaw the 2009 transformation of the brand’s Paris flagship).
The South Audley Street location has a stone exterior, black lacquer and gold leaf window and entryway and the interiors mix a classical and sober English design vocabulary with flashes of French elegance.
« I like to think of this new address as the founder’s second home, Pierre Balmain’s London pied-a-terre, » explained Dirand. Key features include large stone fireplaces, geometric stone store designs designed to mimic traditional English parquet patterns, and antique brass and stainless steel fixtures.
« Balmain has a particularly strong and loyal clientele in the English capital and we’re very happy to be able to offer them this first London flagship, » said Balmain’s CEO Emmanuel Diemoz.
The brand have also revamped its website (which relaunched this week) and added extended e-commerce functionality, all designed by London-based creative agency Meri Media. You can now shop the current Fall/Winter 2014 collections, along with fragrances, and the Resort 2015 collection will be available to pre-order from Mid-November. The new store is planned to be open for business in January 2015 with a launch event to follow in March.
