Viktor&Rolf’s Flagship Boutique
Viktor&Rolf, the Amsterdam-based avant-garde fashion house, opens its first ever flagship boutique in France.
The two-storey space spanning an impressive 7,000 square-feet showcases the universe of Viktor&Rolf and houses all of the brand’s lines. The brand’s Haute Couture collection will be available upon request. Limited and special edition products from both the apparel and fragrance categories will be exclusively available at the boutique. The entire perfume range from Viktor&Rolf will be on display in the boutique.
The interior is rendered entirely in grey felt, reflecting the design codes that established and continue to define the house: conceptual glamour, provocative couture, rebellious sophistication, and unexpected elegance. With the Viktor&Rolf wax seal in high-gloss black at its centre, the innovative design conceived by Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés, turns echoes of neo-classicism into contemporary design.
The concept of a single monochromatic material marks an unconventional use of fabric and space, giving new perception to surface from which the technique ghost architecture is born.
“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,” said Viktor&Rolf.
The boutique is located at 370, rue Saint-Honoré in Paris’ prestigious first arrondissement.
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