VIKTOR&ROLF: Opens First French Flagship Store in Paris's 1st Arrondissement

VIKTOR&ROLF Opens First Flagship Store in France, in Paris's 1st Arrondissement

Amsterdam-based fashion house Viktor&Rolf has opened its first flagship store in France, located in Paris's 1st arrondissement. This unique boutique is a masterful expression of the brand's design codes: conceptual glamour, provocative couture, and rebellious sophistication.

Text by KUROMIYA Yuzu

A Space Harmonizing Neoclassicism and the Contemporary

Spanning two floors, the store offers a full lineup of women's ready-to-wear, menswear, handbags, shoes, small leather goods, accessories, and eyewear. A VIP area provides personal service from shopping consultants. Haute couture collections are available by request, and exclusive boutique-only items for apparel and fragrances are planned.

The shop's design was conceived by Pierre Boulle and Jean-Christophe Poggioli, who also worked on the renovation of the Louvre Museum in Paris. The interior, centered around a classic circular structure, features a striking perspective of arches framing the staircase descending to the lower level. Gray felt is used throughout the interior, creating an innovative space with the black wax seal logo at its heart, perfectly embodying the brand's universe.

Regarding this first French flagship, the designers commented, "Paris is our home, and we are incredibly proud to open our flagship store here. The avant-garde design by architects specializing in neoclassicism, all delineated in gray felt, has become the house's new code, forming the foundation for future development."

The interior design, a masterful blend of neoclassicism and contemporary style, perfectly reflects the brand's ethos of creating magnificent beauty and unexpected elegance. It's a must-visit destination for anyone traveling to Paris.