Saint Laurent Will Open a Boutique on the Champs-Élysées – WWD

“I want to recognize one of the Yves Saint Laurenthis wish when he arrived in Paris and said that he wanted his name written in flaming letters on the Champs-Élysées. ”

So say Anthony Vaccarello, creative director of the house Saint Laurent, who is fulfilling that wish with a striking, mirrored hoard that heralds a major boulevard opening planned for the summer of 2023.

Future shop Saint Laurent

The futuristic Saint Laurent store on the Champs-Élysées.

According to the house, the designer expressed that ambition in 1983, when the Costume Institute at the Metropolitan Museum of Art in New York held a major ceremony. Yves Saint Laurent exhibition – the first retrospective of a living backgroundworker’s work.

The upcoming unit at 123 Avenue des Champs-Élysées marks the latest expansion vector for Kering-fashion house owned in its hometown.

In 2019, the brand opened the Saint Laurent Rive Droite, a new retail form selling everything from Jean Prouvé chairs to Saint Laurent-branded condoms at its iconic location on Rue Saint-Honoré previously occupied by the concept store Colette.

Francesca Bellettini, chief executive of Saint Laurent, said: “Champs-Élysées is certainly a point of reference for locals, based in Paris or in the rest of France, revealing the thinking behind following the retail opening in an exclusive interview with WWD. “Securing Saint Laurent’s outstanding presence at this venue marks an important milestone for the maison, which certainly deserves to be represented at this iconic Parisian venue.”

Despite the many challenges to the road to fame in recent years, it remains a magnet for luxury brands, with Moncler and Dior, next door neighbors of Saint Laurent, among those who came recently.

Before the pandemic, the Champs-Élysées attracted 100,000 people a day, with 71% of its traffic coming from tourists, according to a study conducted by the Comité des Champs-Élysées, which is working to rejuvenate its streets, what is said to be the busiest boulevard in the world but has a poor local image.

A study by Cushman & Wakefield and MyTraffic found a 44% decrease in pedestrian traffic on the avenue between March 2020 and March 2021. That makes it one of the largest, the report said. Upmarket streets are more enduring in Europe, as London’s Oxford Street recorded a 71 per cent drop, while Madrid’s Gran Via fell 63 per cent, the report said.

And after a rough couple of years, including protests by anti-government protesters and several pandemic-related shutdowns, there are signs that business is picking up steam.

Saint Laurent is taking up a space previously used by a restaurant, a small shop and offices, making it the largest French brand in Paris.

When asked if she was worried about the scarcity of visitors to Paris, which was once inundated with tourists from China, Russia, the US and elsewhere, Bellettini was upbeat.

Saint Laurent hoards

The mirrored facade breaks the architecture of neighboring buildings.

“At Saint Laurent, we always focus on local customers in every market, because if you conquer people in their country, they will look for you even while traveling,” she said. . “This strategy has always helped us succeed, and it is even more valuable in this particular time.”

Indeed, she notes that “the brand continues to grow compared to 2019, despite the lack of travel. We have a very strong growth of locals in every market. We have seen growth in our physical stores and digital channels. ”

The CEO credited “retail excellence, outstanding service and unmatched customer experience” to driving that growth.

“The Champs-Élysées store will certainly strengthen its all-round connection with the brand, attracting both locals and tourists as they continue to operate,” she added.

Comparative sales at Saint Laurent grew 28.1% in the third quarter of 2021 previous year version, with Kering “out-of-the-box” offering dynamics in North America and Western Europe.

As of June 30, the Saint Laurent network includes 251 directly operated stores, reflecting Bellettini’s belief that physical stores still matter, even in an increasingly digital world. develop.

“We see many opportunities in our existing stores, in selected expansion areas and – as in this case – in newly opened stores,” she said. There is no complete brand experience without physical stores and an omnichannel approach.”

She notes that the customer response “to the Saint Laurent in-store experience has been very strong, and we attract an outstanding group of customers to the Saint Laurent universe. As we look to the future, we will continue to invest in both e-commerce and traditional commerce.”

The brand is keeping its intentions private for the vast Champs-Élysées venue, which showcases the brand’s entire range of finished products.

The cloned hoard must be maintained for the duration of the building’s construction.


Champs-Élysées is open for business, because of the potential impact of the pandemic

Saint Laurent launches new retail format at Colette’s old location

Saint Laurent Dabbles in Ceramics Saint Laurent Will Open a Boutique on the Champs-Élysées – WWD


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