French luxury fashion house Balmain has agreed a deal to open its first London store at 69 South Audley Street in Mayfair.
The 1,345 sq ft store, which will open in January next year, is being designed by Joseph Dirand, the architect who oversaw the revamp in 2009 of the company’s Paris flagship.
Chief executive Emmanuel Diemoz said London had always been an important market for the brand: “Balmain has a particularly strong and loyal clientele in the English capital and we’re very happy to be able to offer them this first London flagship.
“Just as in our Paris flagship, Joseph Dirand has created the perfect classically elegant backdrop for the modern designs of the house’s creative director, Olivier Rousteing.”
Dirand said: “The concept behind the design for Balmain’s original address was to create a uniquely elegant space – a Parisian townhouse – where the house founder, Pierre Balmain, would have been very much at home.
“This London flagship translates that French refinement into an English vocabulary. I like to think of this new address as the founder’s second home, Pierre Balmain’s London pied-a-terre.”
The store will reflect the ‘Queen Anne Revival style’ while the stone floor will have a geometric design, created with beige thalas and grey hainaut stone, which is a contemporary play on traditional English parquet patterns. To contrast this it will be furnished with traditional mid-century-style French furniture.
CBRE advised both the landlord The Grovenor Estate and Balmain on the deal.