December 19, 2013, 9:59 pm

Luc Boegly (1)Luc Boegly (2)Luc Boegly (3)Luc Boegly (7)Luc Boegly (5)Luc Boegly (6)Luc Boegly (9)Luc Boegly (8)
Viktor&Rolf, the Amsterdam-based avant-garde fashion house, opens its first ever flagship boutique in France at 370, rue Saint-Honoré in Paris’ prestigious first arrondissement.
The two-storey space spanning an impressive 7,000 square-feet showcases the universe of Viktor&Rolf and houses all of the brand’s lines – women’s ready-to-wear pre and show collections, menswear, handbags, shoes, small leather goods, accessories and eyewear. The brand’s haute couture collection will be available upon request and the flagship store will also display the fashion house’s entire perfume range. Limited and special edition products from both the apparel and fragrance categories will be exclusively available at the boutique.
The interior – spacious yet intimate – is rendered entirely in grey felt, reflecting the design codes that established and continue to define the house: conceptual glamour, provocative couture, rebellious sophistication, and unexpected elegance.
With the Viktor&Rolf wax seal in high-gloss black at its center, the innovative design conceived by Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés, turns echoes of neo-classicism into contemporary design. The concept of a single monochromatic material marks an unconventional usage of fabric and space giving new perception to surface from which the technique ghost architecture is born.
The space is marked by the inviting perspective of arches that frames the basement staircase leading to the lower level. Elegantly centered around a classical rotunda featuring a felt bouquet, the lower level is composed of three distinct areas: women’s ready-to-wear, women’s shoes & accessories, and menswear ready-to-wear & shoes. A dedicated VIP area will welcome guests with shopping consultants offering personalized service.

‘We have always considered Paris to be our fashion home and are therefore very proud to open a flagship store, a proper place of our own. With the avant-garde design of neo-classically inspired ghost architecture, executed in all grey felt, a new code of the house is introduced, the point of reference for future expansion’ – Viktor&Rolf.

The landmark project was made possible through Staff International, a company of OTB group, the exclusive licensee of Viktor&Rolf, engaged in the development, production and distribution of the brand’s collections worldwide.

ARCHITECTS: Architecture & Associés Pierre Beucler and Jean-Christophe Poggioli
CLIENT: Viktor&Rolf
LOCATION: Viktor&Rolf Boutique, 370, rue Saint-Honoré, Paris, France
DESCRIPTION: Retail
STATUS: completed
FACADE: Felt strip backed with precision laser cut metal, Logo in lacquered digitally cut MDF (Medium Density Fibreboard)
GROUND FLOOR: Felt-effect needle-punched textile floor, Lit ceiling on steel structure, Walls dressed in felt on MDF or metal backing
STAIRCASE: Needle-punched felt effect textile treads on steel structure with non-slip felt-effect nosing, Hand rail in glass and MDF backed felt
BASEMENT: Felt-effect needle-punched textile floor, Lit ceiling on steel structure
Felt lined steel and MDF ceiling, Walls dressed in felt on MDF or metal backing
FURNITURE: Felt strip backed with precision laser cut metal, Wool flannel and cashmere,
Integrated LED lighting system, Vitrines in UV bonded glass
LIGHTING: Fluorescent wall lighting and backlit ceiling, LED spot and strip-light system
Dimmers
SUPPLIERS: Felt: Filtzfelt
FLOORING: Tecsom
LIT CEILING: Mirodal
PRODUCT AND LIGHTING CONSULTANT: Ipso
DESIGN: Architecture & Associés
PHOTOES: Luc Boegly
TEXT: courtesy of KARLA OTTO PARIS
SOURCE: KARLA OTTO PARIS
Viktor&Rolf Flagship Store by Architecture & Associés
Viktor&Rolf Flagship Store by Architecture & Associés in Paris, France (+video)

The interior rendered entirely in a single monochromatic material -grey felt- turns echoes of neo-classicism into contemporary design, giving a new perception to surface.

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