In the heart of Paris' most prestigious fashion district, ALAÏA has unveiled an architectural masterpiece at 15 Rue du Faubourg Saint-Honoré. The new flagship store, conceived by renowned architects Kazuyo Sejima and Ryue Nishizawa in collaboration with Creative Director Pieter Mulier, transforms traditional retail concepts into a sculptural experience. Drawing inspiration from ALAÏA's core concept of 'second skins', the architecture mirrors the soft, sculptural forms of the Maison's emblematic dresses. Display podiums throughout the space present each piece as an individual work of art, celebrating the house's exceptional savoir-faire.
Completing a trilogy of Parisian addresses alongside historic spaces on Rue de Moussy and Rue de Marignan, this new location realizes Azzedine Alaïa's long-held dream of establishing presence on this legendary street. Each space represents a distinct facet of the Maison while maintaining the intimate, familial spirit that defines the house.
The ground floor reveals an innovative retail concept unique to this location - four transparent tubular rooms illuminated in soft pink hues are each dedicated to distinct collections. Here, boundaries between architecture and retail dissolve, creating moments of expansion and intimacy where time seems to stand still. The nuanced nude tones, characteristic of ALAÏA's aesthetic, create an ethereal effect where garments appear to float amid reflective compositions.
At the heart of the space, a dramatic spiral staircase echoes the Maison's signature curves, leading to the second floor. A separate linear staircase guides visitors to the mezzanine, home to Le Café Sant Ambroeus - an iconic Milanese establishment chosen for its parallel values of heritage and contemporary refinement. Known for its timeless approach to food and influence in shaping contemporary dining culture, the café creates an intimate, convivial atmosphere for gatherings that echoes the familial essence of ALAÏA.
Pieter Mulier's artistic vision extends beyond fashion through carefully selected art and design pieces that transform the space into a curated home. Highlights include Ron Arad's sculptural table and Philippe Malouin's Mollo armchairs. A powerful series by American artist Diamond Stingily explores the relationship between personal and industrial through unique works combining hand-braided black synthetic hair and galvanized steel chains, including the newly commissioned "Elephant Memory Final," 2024.
As evening descends on Faubourg Saint-Honoré, the boutique's curved glass façade creates an enchanting dialogue with the street, its reflections blurring the boundaries between interior and exterior. The result is a continuous visual interplay that embodies ALAÏA's commitment to bridging fashion, art, and architecture.
15 Faubourg is more than a flagship – it is the realization of a Home where beauty, craftsmanship, and intimacy converge. As Pieter Mulier preserves ALAÏA's essence while propelling it into the future, this space stands as a testament to the Maison's enduring values of raw beauty and intimate luxury.
