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Alaïa’s Iconic New Space at 15 Rue Du Faubourg Saint-honoré—A Timeless Tribute to Art, Design, and Couture.

January 21, 2025 – Luxury Retail, Alaïa’s New Flagship Store in Paris


If Alaïa’s sculptural creations could take shape as a space, the result would be its new flagship store at 15 Rue du Faubourg Saint-Honoré in Paris. Nestled in one of the city’s most prestigious luxury streets, this store is a living embodiment of Azzedine Alaïa’s legacy and creative spirit. The design, led by renowned architects Kazuyo Sejima and Ryue Nishizawa in collaboration with Creative Director Pieter Mulier, embodies the Maison’s values of intimacy, purity, and warmth.

Taking over Lanvin’s historic headquarters, the space marks the Maison’s largest store worldwide. Spread across 5,400 square feet, the flagship curates experiences where fashion dialogues with creativity, architecture, and history.


The new flagship completes Alaïa’s trilogy of Parisian addresses, joining its Rue de Moussy and Rue de Marignan stores. Each space reflects a unique facet of the Maison, with Rue du Faubourg representing a pivotal chapter in the brand’s evolution. The boutique also fulfills a lifelong dream of Azzedine Alaïa: having a presence on this legendary street, surrounded by other iconic maisons like Hermès and Cartier.

Purchased in 2017 by Richemont Group for €170 million, the 19th-century building underwent a meticulous three-year renovation. The result is a reimagining of history through a modern lens, preserving the building’s stone façade and metal-framed windows while transforming its interiors into an ethereal sanctuary.

Alaïa Flagship in Paris

The Artful Experience of Alaïa’s Flagship

Walking into the store feels like entering a world where time slows. The ground floor features four tubular glass chambers, delicately tinted in soft pink, each dedicated to a specific clothing or accessory range. A pale pink carpet, sculptural steel elements, and a spiral staircase unfurling like silk create an environment that mirrors Alaïa’s signature aesthetic of sculptural elegance.

Art and design pieces handpicked by Pieter Mulier. Furniture by Ron Arad and Philippe Malouin, alongside sculptures by Diamond Stingily, transform the boutique into an art gallery. This intentional curation embodies Alaïa’s philosophy of integrating fashion with art, elevating the retail experience to something profoundly meaningful.

The boutique also features a reading area and Café Sant’Ambroeus on the mezzanine level, providing a convivial atmosphere for visitors to pause and immerse themselves in the space. The café, adorned with Tuscan-inspired interiors, creates a holistic experience.

Alaïa Flagship in Paris

In Pieter Mulier’s words, the space is “a reflection of Alaïa’s unique perspective, one that transcends fashion in its conventional sense.” Every detail, from the calibrated lighting to the flowing design elements, creates an inviting environment to linger, explore, and connect.

To mark this milestone, Alaïa will officially inaugurate the store during Haute Couture Week with an intimate cocktail and dinner. Hosted by Sant’Ambroeus and the culinary collective We Are Ona, the celebration is designed to embody the same refined elegance and thoughtful design as the space itself.


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