Alaïa unveils its flagship store at 15 Rue du Faubourg, paris

 

Alaïa opens the doors to its latest flagship store at 15 Rue du Faubourg Saint-Honoré, Paris, marking a new chapter in the Maison’s legacy. Designed by acclaimed architects Kazuyo Sejima and Ryue Nishizawa of SANAA, in collaboration with Alaïa’s creative director Pieter Mulier, the store’s architecture embodies an interplay of art, design, and fashion. Moving beyond traditional retail concepts, the space reaffirms the identity of the fashion house through a vision of high-end aesthetics rooted in intimacy and purity. Drawing inspiration from Alaïa’s signature ‘second skin’ designs, the interior echoes the sculptural forms and soft curves of the brand’s iconic silhouettes.

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
all images by François Halard, courtesy of Alaïa

 

 

sanaa crafts a home for the fashion house

 

Rue du Faubourg Saint-Honoré, steeped in Parisian heritage, represents a mix of Alaïa’s timeless identity and a forward-looking vision. Complementing the historic locations on Rue de Moussy and Rue de Marignan, the SANAA-designed boutique completes the trilogy of Alaïa’s Parisian spaces while preserving the intimate and familial spirit that defines the Maison. The opening also fulfills Azzedine Alaïa’s dream of establishing a presence on this legendary street.

 

At the heart of the ground floor, the Tokyo-based architects have placed four transparent, tubular rooms bathed in soft pink tones, each dedicated to a specific collection. The project creates an enveloping ambiance highlighting Alaïa’s craftsmanship, with podiums showcasing each garment as a standalone work of art. A curved glass facade captures the energy of the street, bringing the bustle of the outside world into view from within the boutique.

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
Alaïa has opened the doors to its latest flagship store at 15 Rue du Faubourg Saint-Honoré

 

 

Preserving the essence of the fashion brand

 

Pieter Mulier has infused the space with carefully curated art and design pieces, reinforcing Alaïa’s commitment to bridging fashion and art. Among the selected works are Ron Arad’s sculptural table, Philippe Malouin’s Mollo armchairs, and Diamond Stingily’s evocative sculptures from the Elephant Memory series. These pieces, including the newly created Elephant Memory Final (2024), juxtapose hand-braided synthetic hair with galvanized steel chains, exploring themes of personal and industrial connections.

 

A spiral staircase, echoing Alaïa’s signature curves, leads visitors to the boutique’s second floor, while a linear staircase ascends to the mezzanine housing Le Café Sant Ambroeus. This Milanese culinary institution offers an intimate setting for gatherings, aligning with the familial essence of the fashion house. 

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
designed by acclaimed architects Kazuyo Sejima and Ryue Nishizawa of SANAA

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
the flagship’s architecture embodies an interplay of art, design, and fashion

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
the space reaffirms the identity of the fashion house through a vision of high-end aesthetics | image via @maisonalaia

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
drawing inspiration from Alaïa’s signature ‘second skin’ designs

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
the interiors of the boutique echo the sculptural forms and soft curves of the brand’s iconic silhouettes

SANAA reflects alaïa's sculptural fashion identity in rue du faubourg saint-honoré flagship
this boutique completes the trilogy of Alaïa’s Parisian spaces

 

 

project info: