DESIGNED by architect Sophie Hicks, the French fashion house has unveiled its first boutique in Shanghai, its stripped-back minimalism and subtle refinement effortlessly elevating the latest collections by Pieter Mulier.
Situated in the aisles of Plaza 66, the matte cement exterior references the Maison’s famous boutique on rue de Moussy. Though a somewhat brutalist storefront, when inside customers are welcomed into an oasis of delicate elegance, with walls of acoustic spray softening sounds, and giant screens showcasing the Maison’s latest runway collections.
The minimalist interior has been designed purely to enhance the presence of Mulier’s latest collections, avoiding any unnecessary distraction which deters clients focus away from the garments. In a world of Instagram-friendly shopping experiences, Alaïa’s latest venture is a refreshing reclamation of a traditional, in-house shopping experience, one which does not rely on much else other than it’s own craft to immerse visitors.
In celebration on the newly opened boutique, the Maison is hosting a bespoke pop-up event entirely devoted to leather goods, of which the house is renowned for, open now at Plaza 66.
by Ben Sanderson
