Viktor&Rolf flagship Paris boutique
Friday 17 Jan 2014


Viktor&Rolf, the Amsterdam-based avant-garde fashion house, opened its first ever flagship boutique in Paris thanks to Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés. 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 centre, the innovative design conceived by Beucler and Poggioli, turns echoes of neoclassicism into contemporary design.

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. 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 concept of a single monochromatic material marks an unconventional usage of fabric and space giving new perception to surface from which the technique host architecture is born. The space is marked by the inviting perspective of arches that frames the basement staircase leading to the lower level. Elegantly centred 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.

Architecture & Associés