Balmain opens first London flagship store

French fashion house Balmain has made its London flagship debut with a new store on South Audley Street in the heart of Mayfair, central London.

The architect who transformed Balmain's Paris flagship, Joseph Dirand, also designed the London boutique. "The concept behind the design for Balmain’s original address was to create a uniquely elegant space — a Parisian townhouse — where the house founder, Pierre Balmain, would have been very much at home. This London flagship translates that French refinement into an English vocabulary. I like to think of this new address as the founder’s second home, Pierre Balmain’s London pied-a-terre," he says.

The London store channels a sober English style, to fit into the Queen Anne Revival style that dominates the neighbourhood.

Balmain CEO Emmanuel Diemoz comments: "Balmain has a particularly strong and loyal clientele in the English capital and we’re very happy to be able to offer them this first London flagship. Just as in our Paris flagship, Joseph Dirand has created the perfect classically elegant backdrop for the modern designs of the house’s Creative Director, Olivier Rousteing."

Balmain opens first London flagship store

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