Alaïa, the epitome of timeless luxury and craftsmanship, has unveiled its new flagship store at 15 Rue du Faubourg Saint-Honoré, marking a significant milestone in the Maison’s Parisian journey. This elegant address, situated in the heart of Paris’s most respected shopping district, brings together the legacy of Azzedine Alaïa and a new chapter in the Maison’s evolving story.
The opening of this new store completes Alaïa's Parisian trilogy, joining its iconic locations on Rue de Moussy and Rue de Marignan. Each boutique reflects a unique aspect of the brand's DNA, and 15 Faubourg stands as a testament to the maison’s enduring dedication to intimacy, warmth, and luxury - values cherished by Alaïa himself.
Designed by renowned architects Kazuyo Sejima and Ryue Nishizawa in collaboration with creative director Pieter Mulier, this flagship is far from a conventional retail space. The architecture and design fuse art, fashion, and design in a dynamic, immersive environment. The boutique offers a highly curated and intimate shopping experience, where the lines between architecture and fashion are beautifully blurred.
The flagship’s interior is inspired by the notion of "second skins," referencing Alaïa's iconic dresses with their sculptural, body-hugging silhouettes. The ground floor showcases four transparent, tubular rooms drenched in soft pink hues, each dedicated to a different collection of apparel and accessories. Here, each garment is presented like a work of art, highlighting the house's exceptional craftsmanship.
In true Alaïa fashion, the boutique does not simply display clothing but creates an experience. The subtle use of nude tones, reminiscent of the Maison’s signature color palette, enhances the ethereal atmosphere. The store’s curved glass façade, reflecting the bustling Parisian street, offers a visual interplay between the interior and the surrounding environment, inviting passersby to step inside this world of sensory indulgence.
The experience extends beyond fashion, with Mulier selecting a curated collection of art and design pieces displayed throughout the space. Works by Ron Arad, Philippe Malouin, and Diamond Stingily - who has created a new sculpture entitled Elephant Memory Final - bring an autobiographical and industrial energy to the environment. This thoughtful combination of art and fashion elevates the entire space into a gallery-like setting.
A highlight of the new store is the second floor, accessible via a spiral staircase echoing the Maison's signature curves, leading to a serene mezzanine where guests can relax at Le Café Sant Ambroeus. This renowned Milanese institution is a tribute to the values of timeless elegance and hospitality that Alaïa embodies, offering an intimate space for gathering and conversation.
Alaïa's new flagship at 15 Faubourg Saint-Honoré is a home, a place where the legacy of Azzedine Alaïa lives on through carefully curated design, extraordinary craftsmanship, and an immersive luxury experience. The Maison’s commitment to preserving its core essence - raw beauty, authenticity, and intimacy - shines brightly, reaffirming its place as a true pillar of Parisian luxury.
