Friday, 7 March 2014

London gets Saint Laurent treatment by Hedi Slimane

Following the introduction of a new branding concept in a number of Saint Laurent stores worldwide, it was London’s turn to undergo a redesign of its Sloane Street boutique by the fashion brand’s creative director Hedi Slimane.

Following the principles espoused by the Union des Artistes Modernes (an art and architecture movement that was prevalent in France during the first half of the twentieth century), the new stylistic focus of the store’s interiors was on championing simplicity of design and quality of materials. To achieve this conceptual objective, a monochrome palette of marble and concrete was used throughout the minimally furnished space, where only a few pieces by Modernist artists such as Jacques Adnet, René Herbst and Marcel Breuer served as decorations.

In contrast with the solidity of marble and the occasional accents of nickel and other metals, reflective surfaces were profusely adopted in the form of mirrored vertical slats to conceal the staircase, and also on the walls and shelves where the Saint Laurent garments and accessories are displayed.

Photographs courtesy of Saint Laurent

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