san francisco: maison margiela store opening

© maison margiela / photography: drew altizer

following the opening of a boutique in los angeles way back in 2007, maison margiela opens a second outpost on the u.s. west coast in san francisco. having steered away from the tradition to open up shop in inconspicuous places, the luxury brand's newest store sits pretty in one of the city's most prestigious stretches of inner city real estate, around the corner from iconic union square. situated in a classic townhouse amidst peers from the luxury segment, the store covers approx. 2,900 sq.ft [269 sqm.] spread over two floors. the decor bears all the hallmarks of maison margiela, in the sense that it's all-white and accented elaborately with dégradé effects and trompe l'œil techniques. this is especially the case on the ground floor which is entirely dedicated to maison margiela's men's collections, leather goods, accessories and footwear.

another design statement is made with a set of sofas by pierre paulin, a prominent french industrial designer. the staircase cloaked in black and white persian tromp l’oeil inspired rugs, leather-wrapped hand rails and backward mounted picture frames. in matching manner, the interior of the fitting rooms are evocatively wallpapered with a motif resembling a film negative. one floor up is the women's domain, and the setting here is equally quirky. the dégradé effect is implemented into the classic oak wood floors, paired with faux ceilings and scaffolding-inspired chrome fixtures. a surrealist sofa inspired by legendary artist salvador dalí has been added as an eye-catcher, complemented by bistro tables and matching chairs. location: 134 maiden lane [union square].

© maison margiela / photography: drew altizer