Alaïa opens its largest store

The store consists of a seven-store building located on Rue du Faubourg Saint-Honoré in Paris.

The opening of this establishment is a significant achievement for a brand like Alaïa. Since Pieter Mulier became the creative director, the brand has undergone a transformation filled with freshness and innovation, with successes such as the mesh ballerinas and the ‘Le Teckel‘ bag. “This is the first time we have such a visible store in such an iconic destination,” said Myriam Serrano, CEO of Alaïa, as the store is not only in a prime location in Paris, but also directly opposite the iconic Hermès flagship and next to the Lanvin boutique. This new store will bring greater visibility and status to Alaïa, and Myriam Serrano agrees: “I believe many clients will discover Alaïa through this building.”

The store is a true paradise of elegance, romance, and femininity. Designed by Japanese architects Kazuyo Sejima and Ryue Nishizawa of the studio Saana, alongside industrial designer Philippe Malouin, the store features floors covered in plush carpets, rounded armchairs and sofas, clear surfaces, and a stunning white spiral staircase that resembles a silk ribbon.

“Everything is quite pure and seems simple, but every element has been studied and developed, and you can feel it,” emphasised Serrano. The store also includes a reading area and a café operated by the Italian group Sant Ambroeus, demonstrating that the experience within this store goes far beyond simple retail. “It’s a place where fashion, art, design, and architecture engage in a dialogue; a world where one enters and feels as though time has stopped,” explained Mulier. The Belgian designer has defined this new project as a new chapter in his life and a significant step forward for both Alaïa and himself. At the same time, he added that one of his main priorities with this new store was not to lose sight of the essence that defines Alaïa, ensuring that the warmth, intimacy, humanity, and purity that have always characterised it are preserved.

The new establishment also pays tribute to the legacy of the late Tunisian designer Azzedine Alaïa, with round mirrors, lamps, small tables, and even the staircase, which is reminiscent of his famous black dress with a spiral silver zipper.

The official store opening will take place with a cocktail and intimate dinner during Haute Couture Week, in collaboration with We Are Ona and Sant Ambroeus. This new boutique not only increases the luxury brand’s presence in Paris but also reaffirms its vision that goes beyond conventional fashion and its evolution without forgetting its origins.