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.
