© Balmain / Photography: Diego de pol

Since the arrival of Olivier Rousteing at Balmain in 2011, the fashion house has been in full revival mode, regaining its stature in the upper echelons of fashion. Once again in demand through glamourous womenswear – and let’s not underestimate the effect of Rousteing’s warm, instagram-worthy relations with a number of high-profile women from the entertainment and modelling world – the brand has also boosted its retail expansion, opening up shop in London, Los Angeles, and now also in Milan. Obviously situated in the luxury boutique-infested Duomo district, the store occupies a 280 sqm. (3,014 sq.ft.) set across a ground floor and basement section.

For the interior design Rousteing collaborated with Paris-based Studio AMV to recreate a retail setting inspired by the classic Parisian hôtel particulier, and it’ll serve as a blueprint for the brand’s future stores. The particular aesthetic was broken down into ten particular elements, each of which was then associated with one key Balmain signature. The result here in Milan sees a series of connected, distinct rooms, each inspired by the look of a living space – either a library, garden or boudoir – and dedicated to the display of a specific segment of the collection.

Although classic elements such as parquet flooring, mouldings, chandeliers, curtains and an abundance of mirrors have been used, These have been applied in such a way the feel of the retail space is very much a reflection of modern times. to celebrate the opening, Balmain has set up a temporary lounge behind the flagship’s large arched window, presenting a virtual reality adventure called My City of Lights. the new Balmain store carries the brand’s full range of women’s apparel, accessories, bags and shoes. Location: Via Montenapoleone 27D (Duomo).

© Balmain / Photography: Diego de Pol