Elie Saab opens its first London flagship

Architecture agency RDAI has transformed a neo-classical townhouse on Bruton Street into Elie Saab’s first London store stocking the brand’s complete product offering from couture to accessories

(Image credit: TBC)

In Elie Saab’s first London flagship, architecture agency RDAI has succeeded in striking a balance between restraint and opulence – the kind of elegant abundance the Lebanese designer is known for.

The former neo-classical townhouse on Bruton Street in Mayfair conceals behind its unassuming façade four floors that contain the full Elie Saab range. Ready-to-wear for day, accessories and fragrances take up the ground floor, as cocktail and eveningwear fill the first floor.

Imposing ceilings with elaborate mouldings and gold brass chandeliers bring an aura of grandeur to these spaces, while a wooden fireplace and warm hardwood flooring counterbalance the marble, glass and mirror details that feature throughout.

The fitting rooms’ felted walls and velvet panels add further tactility, while a specially commissioned geometric sculpture made of gold-tone aluminum creates a graphic focal point within the interconnecting stone stairway.

Haute couture and bridal were both given separate floors, reflecting their importance in the fashion house’s universe. The mirrored appointment-only bridal space, accessible via a pristine marble stairwell that leads to the lower ground, is furnished with whimsical Empire-style furniture.

Couture clients have their own private entrance to the second-floor salon, which is suitably luxurious: two spacious reception rooms welcome guests who can try on their bespoke Elie Saab creations in a mohair-covered fitting room.

The fitting rooms&rsquo; felted walls and velvet panels foster a subtle tactility — Ready-to-wear for day, accessories and fragrances take up the ground floor, while cocktail and eveningwear fill the first floor. The fitting rooms’ felted walls and velvet panels foster a subtle tactility

A pristine stone stairwell dominates the elegant townhouse striking a balance between restraint and opulence. The contasting geometric sculpture was created by Ozone for RDAI

INFORMATION

For more information visit Elie Saab’s website

ADDRESS

Elie Saab
24 Bruton Street
W1J 6QQ London

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Siska Lyssens has contributed to Wallpaper* since 2014, covering design in all its forms – from interiors to architecture and fashion. Now living in the U.S. after spending almost a decade in London, the Belgian journalist puts her creative branding cap on for various clients when not contributing to Wallpaper* or T Magazine.