Saint Laurent has reopened its store in Paris.
The French luxury fashion house’s newly designed sales area is the epitome of high-quality minimalism. Spacious spaces offer a reduced aesthetic using materials such as concrete, stone and wood at the location of the Champs-Élysées shopping mile in the French capital.
The redesign was a conscious decision by the brand’s creative director, Anthony Vaccarello, who has a penchant for timeless design. This is reflected in the furniture selection of US designers Donald Judd and Rudolph Schindler.
When entering the store, visitors are not immediately confronted with products. Instead, the focus is on a light sculpture by the Welsh artist Cerith Wyn Evans, which dominates the foyer. Marble cabinets showcase a selection of bags, while the rest of the range only comes to light when the drawers are opened and reveals a variety of colors and sizes. Behind a sliding mirror wall are products made from special materials such as ostrich and python.
Less is more
The strategy of deliberate concealment ensures that each piece appears as a special collector’s item, in line with the expectations of the clientele Saint Laurent targets. The sales staff plays a crucial role in identifying which pieces prospective buyers are looking for and adjusts the presentation accordingly.
Spacious changing rooms create a comfortable environment with seating and lighting. The upper floors of the building exude tranquility and enclose a green terraced courtyard. The flexibility of spaces given by sliding doors makes it possible to create individual shopping areas for those seeking privacy.
This article originally appeared on FashionUnited.uk. Translated and edited by Heide Halama.