céline has been on a roll ever since phoebe philo took creative reign, and now it does the same on a retail level. the opening of a new store in london last month not only marked the kick-off of a new global expansion, but also saw the introduction of a brand new retail aesthetic. it's in paris where the luxury women's brand has set up shop next. céline actually traded in its store on rue françois 1er - one of six standalone stores and shop-in-shops in town and located around the corner from the new outpost - for a location on swanky avenue montaigne, the ultimate address in the french capital for discerning luxury brands.
the store occupies 500 sqm. [5,382 sq.ft.] spread over two floors and features a quirky-luxe setting that pairs the sheer luxe of marble and the austerity of concrete with luxurious floor lamps, chandeliers and furniture pieces by danish designer thomas poulsen a.k.a. fos. lush tropical plants dot the premises and add a friendly touch to the retail space. there store is divided into various intimate sections, each with a seating arrangement. the new céline store carries the brand's full range of women's ready-to-wear, bags, shoes and accessories. location: 53 avenue montaigne [champs-élysées].