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.