Calvin Klein Introduces New Concept for Global Flagship Store in Paris

Calvin Klein

Calvin Klein, the U.S. fashion brand under PVH, will open a new global flagship store on the Champs-Elysées in Paris on June 14.

The new design concept “Chalk”

The new flagship store, which spans 6,450 square feet over three floors, features a new design concept called “Chalk” to enhance the consumer experience. This “Chalk” concept embodies everything Calvin Klein stands for and reaffirms the modern, minimalist, and sensual design codes that comprise the design through an enhanced consumer experience and intentional design scheme. In other words, it is the “most immersive brand experience” space.

Such a new and unique concept for the store’s interior is based on the color scheme of clean, sophisticated white. In addition, stainless steel, warm wood materials, minimalist furniture, and soft lighting accentuate the space and harmonize perfectly.

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The first floor features women’s wear, the second floor consists of men’s wear, and the basement floor has Europe’s largest Calvin Klein underwear and loungewear department.

The fitting rooms are made of Douglas fir wood, with comfortable carpeting and soft lighting to provide a comfort experience. These elements combine to reinforce the brand’s visual identity and create a campaign image highlighting the Calvin Klein aesthetic.

Calvin klein

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According to the brand, the stated mission of the store, which will open on the Champs-Elysées, the fashion capital of the world, is to “establish a Calvin Klein store presence while simultaneously reaffirming its premium positioning to consumers.”

In addition, the store is designed to provide a sophisticated space to host seasonal experiential concepts and consumer activations. The opening will feature a limited edition menswear and womenswear capsule collection designed in a special color palette, along with custom Calvin Klein Paris branding.

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On the opening, Eva Serrano, global brand president of Calvin Klein, commented in a statement as follows.

“I started my career as a sales assistant and the lessons I learned in that store – about product, about the environment, about how to make an impact on customers – continue to drive the vision for Calvin Klein.”

“The Champs-Élysées flagship embodies everything that Calvin Klein stands for, creating an environment that inspires our consumers and encourages them to experience the Calvin Klein lifestyle, not just through our products, but also our aesthetics.”

The brand recently announced the appointment of Veronica Leoni as its new creative director and her return to the runway. With the appointment of Leoni, the brand will push forward with strategic steps to inspire the next generation of consumers while preserving the Calvin Klein legacy.

In the future, the “chalk” concept will not be limited to the new flagship store in Paris, but will be rolled out to Calvin Klein stores around the world.

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