SAINT LAURENT PARIS
For well over a year Saint Laurent Paris has been holding court at 469 North Rodeo Drive in the former Missoni space whilst eagerly awaiting the completion of their Beverly Hills flagship down the street at number 326. Anxious aficionados of the brand will be pleased to know that construction is just coming to a close and the doors of the 10,000 sq ft, 3 storey space will be opening mid-September. The Beverly Hills store officially trumps all other Saint Laurent Paris locations as the brand’s global flagship; highlighting creative director Hedi Slimane’s blatant obsession with all things Los Angeles as well as his structural modifications of the brand’s DNA since his appointment in March 2011. The store which will house Saint Laurent Paris women’s collections and accessories will feature not only a VIP lounge, which is standard in today’s luxury client experience, but also a well-crafted alley way entrance to allow for the stealth-like comings and goings of its high profile clientèle. As with the New York, Paris, and Beijing stores, Slimane has personally designed the space in his familiar vernacular of mirrors, nickel-plated brass, and contrasting tones of white and black marble. The icy palette and use of linear architectural references become the perfect backdrop to his stark and rocker inspired collections and creates a new and futuristic paradigm of modern luxury shopping. Clients will also be treated to a newly refurbished 6,300 sq ft space down the street dedicated to the men’s collection.
Hedi Slimane not only reformed the 50 year old brand by renaming it simply Saint Laurent Paris, but realigned the design philosophy of the women’s collection to reflect the fundamentals that he established at the helm of the men’s collection creative back in 1996. This radical metamorphosis was then underscored with the designers immediate relocation of his Paris design studio to West Hollywood and the subsequent refurbishment of the retail spaces. In a statement made to the WSJ, chief executive Francesa Belletini stated that “Los Angeles is a key cultural, musical, cinematic, digital, and technological observatory- a crucial place for culture and innovation, also under the influence of Asia.” Images: Yves Saint Laurent New York, Avenue Montaigne Paris, and Bejing
SAINT LAURENT PARIS is currently located at 469 North Rodeo Drive +1 310-271-4110