Alaïa has recently opened a new flagship store at 15 Rue du Faubourg Saint-Honoré, one of Paris’ most iconic streets. This new location is a realization of the dream envisioned by the brand’s founder, Azzedine Alaïa, and serves as a space where his vision lives on while marking a new chapter in the Maison’s history.
The store was designed by Pritzker Prize-winning architects Kazuyo Sejima and Ryue Nishizawa, in close collaboration with Alaïa’s creative director, Pieter Mulier. Inspired by the Maison’s design language, the core concept of “second skins” permeates the space. The soft, sculptural silhouettes Alaïa is known for are reflected in the architecture, while the color palette of nude tones exudes elegance and pays homage to the brand’s respect for craftsmanship and raw beauty.
The ground floor features four transparent tubular rooms, softly lit in hues of pink, where garments and accessories are displayed. These pieces are arranged on display podiums as though they were works of art, highlighting the exceptional savoir-faire of the brand.
Adding to the space’s allure are the carefully curated art pieces selected by Mulier. Ron Arad’s table exudes a sculptural presence, while Philippe Malouin’s armchairs add a refined warmth to the setting. American artist Diamond Stingily’s “Elephant Memory” series captivates with its ability to engage both visually and emotionally. Her works, crafted from hand-braided synthetic hair and heavy steel chains, explore themes of individuality, industrial materiality, and the intersection of capital and the human body.
The boutique also features two staircases.
A light, spiral staircase serves as an architectural focal point, leading to the second floor, while a linear staircase guides visitors to the mezzanine level housing Le Café Sant Ambroeus. This intimate café space, inspired by the iconic Milanese establishment, offers a welcoming ambiance and the chance to indulge in exquisite Italian cuisine.
This new flagship is more than just a retail space—it is a symbolic embodiment of Alaïa’s timeless values of intimacy, craftsmanship, and raw beauty. By opening this store, Alaïa not only expands its presence in Paris but also reaffirms its commitment to providing innovative spaces where fashion, art, and design converge, offering a unique experience that bridges the Maison’s heritage with its forward-looking vision.