The brand new store pays homage to the iconic designer’s fashion oeuvre displaying Vionnet’s traditional house codes as the starting point for the shop’s design, transforming them into a contemporary, minimal context.
Located near Madeleine Vionnet’s original atelier in Avenue Montaigne 50, the new boutique wants to recreate with the modern elegance and refined luxury, the historic brand’s location into a contemporary set-up.
The project displays the concept centers on the doctrine of Madeleine Vionnet’s, in which classical Greek architecture was the main point of creative reference for dress’ making. Vionnet’s signature wrapping is recreated in plaster work on walls that look like folds of a dress, while white crystal marble panels are used throughout. The ground floor is paved with Terrazzo Veneziano in Vionnet’s signature bright blue hue, which is encircled with thin brass inlays in a formation that mimics an original Madame Vionnet pattern. A giant video wall runs the course of two floors so that visitors view the bottom half of the model on the ground floor and the top half of her on the first floor.
The geometric spiral staircase, crafted from white marble with onyx inserts on the front steps, provides a central design element. Brass rods are inserted from floor to ceiling and featured beveled glass sleeves, while a white onyx wall sits to the side. The 250 square meter store reveals sophisticated creative corners, a huge ground floor window trimmed in brass where clothing is suspended on dramatic ring-shaped wall sculptures made from blue carbon fiber and brass that create the feeling of an art gallery. On the second floor elegant curved glass cases hanging from brass and dark blue carbon fiber tubing. Shelving is made from a honeycomb of marble and strip LED lighting. Mirrors are shaped in oblong circles trimmed in brass and suspended on walls.