With a new contemporary interior design concept, Elie Saab opens his second boutique in Paris. Located in the heart of the French capital’s Golden Triangle on 31 Avenue George V, the new boutique – which is created by Parisian interior architecture agency RDAI – is a stunning display place for the house’s creations.
The luminous space sees architectural volumes, precious materials and graphic details. Reflecting the brand’s universe, the boutique’s architecture marks a new chapter in the house’s history. “We designed the interior giving importance to architectural features, and creating a showcase which reveals the femininity of the clothes,” explains Denis Montel, architect and artistic director of RDAI.
As the result of collaboration between Elie Saab and Denis Montel, the boutique mixes modernity with the architect’s vision inspired by his trip to Lebanon – where he discovered the sophistication of the Lebanese designer’s lifestyle. The boutique extends from the Four Seasons Hotel George V in a building created by French architects Lefranc and Wybo in May 1928 as a mansion.
Located on the ground floor, the store features eight windows outlined by original wrought iron. At the entrance, the double ceiling height features a dome made of sand-colored stone stucco with a 1960s chandelier in brass and Murano glass. In the shape of the letter L, the two parts of the space have six common display windows with frosted mirror panels to illuminate the store. Crema delicato marble covers the floor and walls for a more mineral atmosphere, while a simple yet impressive grooved stone stucco framework adorns the ceiling.
The décor also features canvas with brass threads that come in light shades of white marble, sandy stone stucco and frosted mirror, as well as bronze-like graphic motifs and furniture in walnut and glass – highlighting the season’s collections and prints. At each end of the boutique, two large mirrors with streaks of gold and silver are mounted with wide video screens that project images like animated paintings.
Offering its clientele a new shopping experience, the boutique has a new vision on the ready-to-wear collections and accessories. “I wanted to create a strong architectural identity: a balance between interior design, fluid volumes and retail space that could transcribe an aesthetic in which architecture serves creation,” said Elie Saab.
Mirella Haddad
