Demna Gvasalia has redefined luxury fashion with his elevated take on streetwear and his unique sense of colour and proportion. The creative director's off-beat, somewhat utilitarian, vision has now been applied to retail with a new "warehouse" store for Balenciaga, the Kering-owned house over which he presides, opening on Sloane Street this week.
The store's scheme of bright aqua and orange flooring with metal, industrial-style fixtures is unexpected enough but add to that conveyor rails showcasing the collection along with two "hyper real" models (based on Eliza Douglas and Takato Harashima, two models who are exclusive to the house) instead of your average static mannequins and you know you are in for a truly unique experience.
LED lighting illuminates the striking logo'd carpeting which features shaved imprints the brand's logo across the two floors of 4,390 sq ft space. It's quite a departure from the store's previous occupants, classic Italian tailoring brand Ermengildo Zegna.
The store's arrival is the latest for Sloane Street, which connects two of London's most affluent neighbourhoods, Chelsea and Knighsbridge. Fendi, Versace, Armani and Hermès have all relocated into larger spaces on the street recently, and introduced new retail concepts, while Burberry will move into number 1 Sloane Street next year.
Image: Balenciaga Instagram