london: balmain store opening

© balmain

balmain is back on top. creative director olivier rousteing's brazen sense of style and the much-publicized chummy liaisons he has formed with some of today's most iconic stars in music, fashion and tabloids, have made the fashion house bounce straight back to premium relevance. this glorious renaissance is also reflected in balmain's retail network as new boutiques are opened to keep up with the rising demand. and the latest addition is a boutique in london's upscale mayfair area. located on the ground floor of a late 19th-century townhouse in red brick, it measures a sizeable 125 sqm. [1,346 sq.ft.] and boasts a sophisticated interior design by paris-based architect joseph dirand.

the design concept is an evocative one, based on creating a parisian townhouse worthy of being a be a pied-à-terre for pierre balmain, the founder of the historic fashion brand. dirand applied some tweaks to reference the neighbourhood, and blended in elements from the aristocratic queen anne revival style. doors, ceilings, mirrors and a large stone fireplace all reflect the classically sober english style. the stone floor’s striking geometric design, created with beige thalas and grey hainaut stone, is a modern take on traditional english parquet patterns. additionally, dirand created furniture pieces inspired by mid-century french furniture designers andré arbus and jean royère. the new balmain boutique carries the brand's full range of women's and men's apparel, denim pieces, bags, shoes and accessories. location: 69 south audley street [mayfair].

© balmain