Chloé has just-opened a 5,000-square-foot flagship on the Rue Saint-Honoré and it's all about the brand’s new 'attitude'. Designed by one of my favourite monochromatic designers Joseph Dirand, bringing back wonderful classics and adding textural finishes like velvet furniture - see more here - a modern classic with a twist. Dirand has designed for Alexander Wang, Rick Owens, Hotel Habita Monterrey in Mexico - inspired by images of Jacques Tati's Playtime. The soft, elegant interior with blush-tinted walls, Ataija stone door frames and limestone floors. Here Dirand references include the Uffizi Gallery in Florence and vintage tables by Maria Pergay. With a 3D plaster motif that recalls a pattern used by Chloe in the past.
Clare Waight Keller, the fashion house’s creative director, and French designer Joseph Dirand, were chosen to create Chloé’s new flagship store on rue Saint Honoré, with the goal of designing a space that reflects the Chloé Woman. The team chose features such as a vintage chair by Oscar Niemeyer and brass lights by Louis Weisdorf.
The two-story site has a town-house feel, with grand staircases at either end and natural light flowing in through a series of arched white windows.
In lounge areas with Seventies-looking mustard mohair-velvet sofas and shaggy cream rugs. The first floor boasts a terrace and private salon with roomy changing areas fitted with iPod docks.
“This really is the start of a new period for us.…Our horizon is far in the distance. We feel we are still a mademoiselle. We are looking to the future.”
The palette of ivory, light pinks, rose gold, gray and beige, the new design is both pure and architectural, soft and feminine, with paneled walls lending a rectilinear contrast to the gentle, rounded lines of the furniture, such as a marble cash counter, brass clothing racks and retro paneled mirrors.
In the new store’s windows and first room a group of mannequins showcasing the Chloé “attitude of the moment” are playfully positioned among special Dirand-designed wooden installations framed with light bulbs that resemble oversized dressing room mirrors. The ground floor tour continues past the first staircase and along a courtyard-level passage carrying accessories, ending in a salon area housing Chloé’s biggest footwear space to date.
The upper level, which has wide parquet flooring, carries ready-to-wear.
Chloé’s new flagship concept, will also be reflected in a store due to open in the coming weeks in New York’s SoHo district, as well new stores in Asia. New locations are planned for Shanghai, Hong Kong and Japan.
253 saint-honoré, 75001 paris
Images of Window Installation: Chloe & Chameleon Visual / Photography: Alicia Clark