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Viktor&Rolf opens first boutique in Paris

Entirely cocooned in grey felt, Viktor&Rolf’s flagship boutique on the prestigious rue Saint-Honoré in Paris is conceived as only the beginning of the duo’s retail expansion. 

By Katie Dominy / 12-12-2013

The 7000 square-feet of prime shopping space over two storeys takes on the French neo-classical style characteristic of this chic shopping destination and gives it a new twist by cladding the entire innards in grey felt – to create a ‘ghostly’ appearance.  Designed by Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés, the felt also denotes quiet and discrete luxury.

The boutique carries all of the brand’s lines of women’s and men’s ready-to-wear pre and show collections, plus bags, shoes, accessories, eyewear and perfume. The Couture collection can be viewed on request and limited and special edition products from both the apparel and fragrance categories will be exclusively available at the store. 

Entering the boutique, you notice the dramatic series of arches that run above the basement staircase that leads down into the lower level.  Once downstairs, you are greeted by a grey felt bouquet on a plinth centre stage, around which can be found ready-to-wear, shoes and accessories for both men and women, plus a dedicated VIP area.

The duo note: “We have always considered Paris to be our fashion home and are therefore very proud to open a flagship store, a proper place of our own.  With the avant-garde design of neo-classically inspired ghost architecture, executed in all grey felt, a new code of the house is introduced, the point of reference for future expansion” 

The new store was realised through the designers’ licensee, the Italian-based Staff International, who have worked with the brand since 2008. Staff International CEO Giovanni Pungetti, who also heads up Maison Martin Margiela, confirms that it took two years to find the right location and if this boutique proves successful, several others are in the pipeline; top city earmarked being New York and then, the emerging markets. This boutique will be used very much as a ‘shop window’ to attract attention to the brand from department stores and potential international partners. 

The Viktor&Rolf design studio is based in Amsterdam, where the Couture pieces are made to order, while Staff International produce and distribute the ready-to-wear.


Viktor&Rolf Boutique, 370 rue Saint Honoré 75001 Paris

Photos: Luc Boegly

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