© Maison Margiela / Photography: Henry Bourne

The new retail design codes of Martin Margiela were first revealed at the brand’s London boutique on Bruton Street. As one of its most high-profile locations worldwide, it’s not surprising the launch took place here. Designed by Amsterdam-based practice Studio Anne Holtrop, the fashion house first initially commissioned a gypsum-cast set for its Artisanal Autumn/Winter 2018 show at its ateliers on rue St.-Maur in Paris which was an interpretation of its iconoclast codes in façade and interiors, and it eventually become the new design blueprint for its boutiques. Measuring 190 sqm. (2,045 sq.ft.), the defining structures of architecture – read: walls and columns – appear as detached objects while custom artisanal furnishings appear skew in form as a firm nod to the fashion house’s aesthetic vocabulary. Needless to say, the walls are individually hand-cast in textile moulds, and the surfaces retain the memory of fabric texture, boldly reflecting the artisanal creative process. All furnishings have been created in deconstructed form using the technique of décortiqué and intentionally features the natural indentations filled with colour-contrasting epoxy resin in optical white. While the entire store is dipped in a white hue, the fitting rooms couldn’t offer a starker contrast. The entrance door and interior feature a dark-green high gloss almost black hue, adding an unexpected bold and glamorous touch to the setting. The renewed Maison Margiela boutique carries both women’s and men’s apparel, accessories, shoes, jewellery pieces, eyewear and fragrances.

Maison Margiela
22 Bruton Street (Mayfair)
London W1J 6QE
Telephone: +44 79 70439142
Shop is temporarily closed until February 15

© Maison Margiela / Photography: Henry Bourne