The new Alaïa store in Paris is synonymous with architectural precision and clean lines, and, much like the brand itself, it is proof of the visionary creativity of Mr. Azzedine Alaïa. Located at the emblematic 15, Faubourg Saint-Honoré, the brand prepares for its new chapter as it completes the trilogy of Parisian addresses, each representing an aspect of Alaïa.
Opening this store is a full-circle moment and the fulfillment of a deep desire anchored in the brand’s history. Mr. Alaïa always dreamed of opening a store on Faubourg Saint-Honoré, just like fellow designers Yves Saint Laurent, Coco Chanel, Thierry Hermès, and others. After many years, the brand has finally made it happen.
The largest Alaïa store in the world, it embodies the brand’s clean, structural, and ethereal aesthetic, as well as its heritage over the years. Conceived by architects Kazuyo Sejima and Ryue Nishizawa in collaboration with Alaïa’s Pieter Mulier, the store has a gallery-like feel, with podiums showcasing the designs as works of art, creating a sculpted, almost statuesque effect. Sculptures by American artist Diamond Stingily are displayed throughout the store, alongside furniture with organic lines, such as a table by Ron Arad and Philippe Malouin’s ‘Mollo’ armchairs.
The meticulous construction of the garments, as well as their signature curved lines, is imprinted in the store’s design. A cascading staircase at the heart of the store serves as both an element of movement and a clin d’œil to the body-hugging dresses characteristic of Alaïa’s silhouettes. The strong shoulders, cinched waists, and fluid movement that define the brand’s aesthetic are reflected in the structure, creating an inviting yet refined atmosphere.
Each element in the store reflects the brand’s aesthetic and its ongoing influence in the design and fashion spheres. The color palette evokes the couturier’s fascination with harmonious and timeless pairings, creating a feminine, sensual, and luxurious feel. Ranging from nude to pastels, the choice of colors offers a soothing experience to visitors and creates a spacious setting.
Reflecting the designer’s iconic dinners with personalities such as Grace Jones, Jean-Paul Goude, Serge Gainsbourg, Tina Turner, and more, the art of hosting has always been part of the couturier’s legendary image and the brand’s DNA. Continuing this tradition, visitors will find the restaurant Sant Ambroeus, where its elegant atmosphere, traditional Italian cuisine, and signature pastries create a perfect blend of Parisian timelessness and Milanese refinement.
More than a store, this space is a place to celebrate and recognize the technical prowess and legacy of one of the most visionary and talented designers of the 20th century and his ongoing influence in today’s fashion and design industries.