Paris – French luxury fashion house Balenciaga has opened a 3,200-square feet flagship store on Rue Saint-Honoré in Paris that comprises inspirational slices of its other stores from around the world.
From the striking orange London interior to the green marble sheen of Los Angeles, and French chateau floors nodding to the historical Balenciaga boutique on Avenue George V, the Paris store is a heady mix of multiple global environments. The disused petrol station unit is described by French contemporary artist Dominique Gonzalez-Foerster, who collaborated on the interior concept with the brand’s creative director Nicolas Ghesquière, as a catalogue of its key boutiques, each of which has a different colour scheme and mood.
By creating multiple design interiors in one store, Balenciaga creates retail theatre on a global scale, and the consumer is engaged throughout this fragmented journey. For more tips on creating retail theatre in-store, read our Tomorrow Store macrotrend.