Alaïa Brand
Alaïa Opens Its New Flagship Store In Paris
Luxferity, 21.02.2025
Alaïa opened its new flagship at 15 Rue du Faubourg SaintHonoré. This iconic Parisian address embodies a meeting point between Alaïa’s timeless heritage and a new chapter in its story.
Alongside the two other historic spaces on Rue de Moussy and Rue de Marignan, each representing a distinct facet of Alaïa, this new location completes the trilogy of the Maison’s Parisian addresses while preserving the same intimate and familial spirit that defines the house.
It also symbolizes the realization of Azzedine Alaïa’s dream of having a boutique on this legendary street.
Plissé - Ivory
Designed by architects Kazuyo Sejima and Ryue Nishizawa, in collaboration with Pieter Mulier, 15 Faubourg acts as a dynamic yet warm space where art, design, and fashion engage in dialogue.
Departing from classic retail, this unique boutique concept—one that will not be found elsewhere—offers a perspective that affirms and extends the identity and spirit of the Maison. It embodies a vision of luxury built on intimacy, warmth, and purity.
A true Home for Alaïa, the spectacular architecture of this new flagship draws inspiration from the Maison’s design language, particularly the core concept of “second skins”.
Inspired by the silhouette of the emblematic Alaïa dresses and their soft, sculptural forms, the interior evokes an enveloping ambiance.
The ground floor, conceived as a unique experience, features four transparent tubular rooms, brightened by soft pink hues, each dedicated to a distinct range of clothes and accessories.
Here, the boundaries between architecture and retail dissolve, guiding visitors through moments of expansion and intimacy—almost as though time stands still.
Silver Coronaria Brooch Pendant With Amethyst
The nuances of nude tones, a nod to Alaïa’s repertoire of colors, create an ethereal effect, making the garments appear as though they were floating amidst a composition of reflections.
Display podiums are designed to present each item as an individual work of art, a tribute to the Maison’s exceptional savoir-faire.
The curved glass façade reflects the street, blurring the lines between the interior space, the products, and the surrounding environment in an ongoing visual interplay.
In line with Alaïa’s commitment to bridging fashion and art, Pieter Mulier has selected several of his favorite art and design pieces to be displayed in the boutique, as though furnishing a home.
These include a table by Ron Arad, Philippe Malouin’s Mollo armchairs, and a series of sculptures by American artist Diamond Stingily from the body of work Elephant Memory, including a new large sculpture entitled Elephant Memory Final, 2024.
With their autobiographical echoes, these unique works combine the sensuality of hand-braided, black synthetic hair with the heavy metal presence of galvanized steel chains, exploring the relationship between the personal and the industrial, capital and the body.
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A spiral staircase, echoing the Maison’s signature curves, leads to the second floor of the boutique, while a simple linear one takes visitors to the mezzanine, where Le Café Sant Ambroeus is located.
While the ground floor stands out for its grandeur, this space offers a more intimate and convivial atmosphere for exchanges and gatherings, evoking the familial essence of Alaïa.
Akin to the Maison’s spirit, Sant Ambroeus is an iconic Milanese establishment with a rich culinary heritage, renowned for its timeless approach to food and its role in shaping the contemporary dining scene.
With this new flagship, Alaïa expands its physical presence in Paris while reasserting its values of raw beauty, craftsmanship, and intimacy, as envisioned by Pieter Mulier.
At 15 Faubourg, Alaïa preserves its essence.
That of a Home.
