Projects > Azzedine Alaia Boutique

Information Team
  • London W1
  • Client: Richemont
  • Services: Retail

The new Azzedine Alaïa boutique at 139 New Bond Street draws on the architectural heritage of the existing building and the immediate conservation area within Westminster itself.

The new shopfront, set within the retained and restored granite arch, is an elegant and carefully proportioned timber construction. It has three principal zones, with the main retail base split into three arched openings – central frameless doors giving access to the boutique.

A dramatic steel spiral staircase with a clear glass balustrade links all three principal retail levels and is the primary visual focus as you walk into the store. The finishes palette within the store is restrained to provide a neutral background against which the furniture, lighting, sculptural displays and the merchandise itself is set. Services are exposed, but match the ceiling colour to reduce their visual prominence.

Bursts of rich orange appear via the display elements, designed by Pierre Paulin in this colour exclusively for the store.

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