Having secured a spot on rue Francois 1er within Paris’ golden triangle, 100-year-old fashion label Vionnet opened the doors to its new global flagship earlier this month during the fanfare of fashion week.
Just a stone’s throw from Madeleine Vionnet’s original atelier on Avenue Montaigne, the new 250 sq m store pays homage to the legendary couturier through its opulent design. The label’s owner Goga Ashkenazi, who heads both the creative and business sides of the label, appointed architect Renato Montagner to design the space. 'The maison Vionnet has returned to the city where its story began over a century ago,' said Ashkenazi. 'The key to my collaboration with Renato was using his ability to reinterpret the original atmosphere of a maison where the project becomes a private experience.'
Crafted in a warm palette of marble, onyx, copper, crystal, mirror and walnut parquet, Montagner’s vision sees towering classical columns merge with Vionnet’s Grecian-inspired draped fabric gowns. Glossy brass geometric fixtures evoke Art Deco opulence while vintage illustrations, originally drawn by Futurist artist Thayaht for Vionnet, have been pulled from the house’s archives and re-created on Murano glass windows and carpets.
The new store is Vionnet’s first since Ashkenazi purchased the label in 2012 and comes just a few weeks after Hussein Chalayan was again took a bow on the brand's S/S 2016 runway.