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Balmain opens first London flagship

By Danielle Wightman-Stone

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Retail

Luxury French fashion house Balmain has opened its first London flagship, set in the heart of Mayfair on South Audley Street, the first for the brand outside Paris in Europe.

The 220 square metre store has been designed by Joseph Dirand, the architect who oversaw the 2009 transformation of the Balmain’s Paris flagship, and has been created in the vision of a Parisian townhouse and features an expansive front window and glass entry framed in black lacquer and gold leaf.

Commenting on the design, Dirand said: “This London flagship translates that French refinement into an English vocabulary. I like to think of this new address as the founder's second home, Pierre Balmain's London pied-a-terre."

When discussing the location, South Audley Street, the brand notes that it was chosen as it “felt new”, adding that the Balmain is not a “follower”, with Emmanuel Diemoz, the company's CEO, stating that London has always been an “important market” for the brand.

Diemoz added: "Balmain has a particularly strong and loyal clientele in the English capital and we're very happy to be able to offer them this first London flagship.

“Just as in our Paris flagship, Joseph Dirand has created the perfect classically elegant backdrop for the modern designs of the house's creative director, Olivier Rousteing."

The luxury fashion house launched its new flagship with a party hosted by Rousteing.

Balmain
OLIVIER ROUSTEING