Balmain first concept store with innovative virtual reality

Balmain is pleased to announce the opening of its first Italian flagship. Set on Milan’s prestigious Via Montenapoleone, the 280-square-meter boutique sets out the brand’s women’s and accessories collections on two floors. The interior introduces a new store concept for the brand, conceived by Creative Director Olivier Rousteing and designed in partnership with the three young architects from Paris’ Studio AMV: Anna Philippou, Marie-Charlotte Prosperi-Fouchard and Victoire Guerlay.

Each Balmain address channels the unique history of the house and the new Milan boutique is no exception. The iconic original Paris flagship was revamped as a classic Parisian apartment for founder Pierre Balmain, London was designed to be M. Balmain’s would-have-been Mayfair pied- à-terre and both the Melrose and SoHo spaces were inspired by Villa Balmain, Pierre Balmain’s cliffside mid-century retreat on the Italian island of Elba.

Rousteing oversaw Studio AMV’s efforts to create the house’s new store concept. “Our brainstorming sessions took off from a consensus on the need to riff on classic Parisian residential architecture,” explains Rousteing. “From there, we ended up breaking down the codes of the hôtel particulier into ten particular elements, each of which was then associated with one key Balmain signature. Since I wanted the retail experience to stress experience, intimacy and discovery, we divided the space into a series of connected, distinct rooms, each inspired by the look of a living space (library, garden, boudoir, etc) and each dedicated to the display of one Balmain collection.”