On November 29, 2021, Paco Rabanne unveiled the opening of the Maison’s flagship at 39 Avenue Montaigne. The 153-square-metre space will combine the sleek layout of a contemporary retail space with the tactile materiality of a residence.
The flagship occupies the ground level of one of the two Paco Rabanne Paris offices – a strategic location at a prestigious corner that has been historically associated with high fashion. This space operates as a physical framework that is complementary to the direct-to-consumer experience online and our just-opened luxury Tmall luxury Pavillion online, to sustain the business growth (+200% in 2019 versus 2018, +20% in 2021 versus 2019)
Conceived and constructed internally as a collaborative project, the design is deliberately immersive. Newly transposing the codes of a brand that innovates through radical craft, the Maison will continue to project a youthful yet sophisticated dynamism. This will also be a place to debut various Paco Rabanne capsule collections, activations and exclusives, such the iconic 1969 bag spray-painted to celebrate the opening. A space will be dedicated to savoir-faire and the transmission of the Maison’s history, with rotating displays ranging from heritage pieces to the more recent archives of Julien Dossena. Elsewhere, design elements will reinforce a contemporary vision, whether the windows framed in rough-hewn concrete that meld exterior and interior views, to a mirrored fixture that transforms into an immersive visual display cube.
The store’s centrepiece comprises a custom island in pale resin and striated marble by award-winning Dutch designer Sabine Marcelis, whose sensitivity to form, material and workmanship yields a functional, elegant piece with sculptural impact. An independent designer based in Rotterdam, she was awarded the 2020 Designer of the Year by Wallpaper* among other distinctions.
Says CEO Bastien Daguzan, “We are thrilled to debut a global flagship in the heart of Paris that expresses our brand universe. As we expand further with our direct-to-consumer strategy, it is equally important to propose a physical environment to experience our latest collections, capsules and iconic collections. This will further complement our online business, which currently represents 60 percent of sales.”
Of this new Paco Residence concept, Julien Dossena says, “We are delighted to open our Paco Rabanne flagship on Avenue Montaigne. It’s a beautiful opportunity to interact directly and physically with our community in a space where they can experience the brand expression and its values in full extension.”