A New Parisian Landmark for Saint Laurent
Anthony Vaccarello Reimagines the Luxury Retail Experience
Saint Laurent has inaugurated a stunning new flagship boutique at the historic 35
- 37 Avenue Montaigne in Paris. Under the architectural direction of Creative Director Anthony Vaccarello, the space has been completely transformed into a layered experience that reflects the brand's modern identity.
- Location: 35
- 37 Avenue Montaigne, Paris
- Creative Lead: Anthony Vaccarello
- Design Concept: A succession of rooms with individual character
The Architectural Vision: Purity and Rhythm
The redesigned Saint Laurent boutique spans three levels, conceived as a sequence of distinct rooms. The layout offers a varied rhythm for presenting the collections, moving through open, muted, and nearly museal spaces. The overall design asserts a precise vision characterized by a purity of line and a powerful presence devoid of excess.
Honoring Heritage with a Modern Rigor
Anthony Vaccarello's approach pays homage to the founders while firmly establishing his own perspective. In a statement to Cultured Magazine, Vaccarello explained his philosophy: "I am fascinated by the aesthetic that Pierre Bergé and Yves Saint Laurent created, but it was more of a rigor than an aesthetic point of view. I take that rigor into my world rather than think about what they would have done." This commitment to foundational principles, rather than literal stylistic imitation, guides the boutique's contemporary and authoritative atmosphere.
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