Balmain is bringing another home address to the fashion house’s boutiques by opening its first Italian flagship in Milan. The store is to open on Via Montenapoleone, Milan’s upscale shopping street with common Parisian atmosphere found in all Balmain’s addresses across the globe.
Creative director Olivier Rousteing teamed up with three young architects from Paris’ Studio AMV, Anna Anna Philippou, Marie-Charlotte Prosperi-Fouchard, and Victoire Guerlay, to design the concept behind the store. Similar to the fashion house’s boutiques in London, Mayfair, Melrose, and SoHo, Milan’s flagship will be purely Parisian inspired. Rousteing directed the design to keep the Balmain customer’s experience of the fashion house’s roots consistent.
The boutique contains measures of a 280-square meter with two floors of women clothing and accessories. With glossy tiles, chandeliers, and quilted ottomans, the store reflects the brand’s modern styles that have contributed to the brand’s historical recognition. Along with displaying Balmain collection, Rousteing debuted a virtual experience where one will virtually see the processes and gain a feel of his emotions when designing a collection. “We’re definitely not trying to create some sort of museum piece or dollhouse. Instead, what we’ve done is to play with each historical reference, making sure that designs are modern as well as elegantly crafted from the finest materials,” said Rousteing in a statement.
“This is a space where I know that the Balmain Army would definitely feel at home.”
With Rousteing’s crazed agenda, one could imagine the excitement and thrill of designing five styles for Beyonce‘s performance in Coachella. The ‘Queen B’ broke Coachella performance records wearing Queen Nefertiti-inspired looks of pieces embellished with crystals and a feather headdress, all designed by her stylist, Marni Senafonte, and Rousteing. It wouldn’t be surprising to see some of these iconic pieces at any Balmain flagship.