Jun 20, 2018 | By WGSN Insider
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Mar 17, 2015
In what is another sign of the renaissance of north Mayfair as a major destination for luxury fashion retail French label Balmain officially opened its first London store this week, choosing South Audley Street as its location.
The street is fast-becoming an overspill alternative for luxury brands to popular Mount Street, which is home to stores from Marc Jacobs, Celine, Roksanda Ilincic and the newly opened Christopher Kane store. On South Audley Street itself British label Erdem will join Balmain in just a few weeks’ time with both newcomers neighbouring Rick Owens.
The 200 sqm Balmain store was designed by architect Joseph Dirand who was behind the 2009 revamp of the label’s Paris flagship. Referencing the townhouse concept used in Paris, Dirand has created what he calls “the founder’s second home, Pierre Balmain’s London pied-a-terre” for the London opening.
Classic English style is introduced throughout via the store’s doors, ceilings, mirrors and fireplace while a stone floor updates English parquet floorpatterns. Mid-century French furniture adds to the feel of a Parisian in London.
Popular about three years ago, the townhouse concept is seeing something of a resurgence among luxury brands with Amanda Wakeley on Albermarle Street and Jimmy Choo on Dover Street revisiting this idea again recently.
69 South Audley Street
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