Balmain to open first store in London
Balmain is opening its first store in London, in the heart of Mayfair, on South Audley Street. The 2,368 ft2 flagship store was designed by Joseph Dirand, the French interior designer who is very popular in the fashion and luxury industries and who was behind the transformation of the brand’s Parisian store on Rue François 1er (8th arrondissement) in 2009.
Dirand wanted to bring Parisian elegance to the space, which he imagined as founder Pierre Balmain’s pied-à-terre in London, he said in a statement. The minimalist style of the store is distinguished by neutral tones, ample windows and mirrors, and antique furniture.
"London is a very important city for Balmain; we have always had a very loyal clientele so it all came very naturally. Just like with our store in Paris, Joseph Dirand has created a classic and elegant space that is ideal for the modern designs of Olivier Rousteing, the label’s creative director," said Balmain CEO, Emmanuel Diemoz, noting, “London has always been an important market for the brand."
Under the direction of Olivier Rousteing, the Parisian house is also relaunching its website Balmain.com, which is currently available in the European Union, the United Kingdom and the United States, and now features an expanded e-commerce and accessibility on mobile devices.
The site’s overhaul was carried out by the London agency Meri Media, which has place a particularly strong emphasis on video in order to immerse visitors through "a cinematic dimension." The videos are fully integrated into the platform, offering everything from live fashion show broadcasts to a series of films that present the label’s products in innovative, new ways.
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