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SAINT LAURENT’S NEW SLOANE STREET STORE

Saint Laurent opens the doors of its conceptual new look flagship store on Sloane Street.

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The Saint Laurent flagship store on Sloane Street has opened its doors to reveal a brand new refurbishment under creative direction from Hedi Slimane. Hedi has taken it upon himself to completely re-imagine Saint Laurent so it only makes sense that he would give their London flagship a make over. The architecture and concept, both designed by Hedi, is based on a minimalist translation of the French modernist movement.

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Like the Saint Laurent brand, the emphasis is on rich materials, generous proportions and architectural precision as well as a preference for simplicity over elaborate decoration gives a feeling of contemporary luxury. The store features raw concrete, loads of marble and mirrors anywhere and everywhere.

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Products are merchandised in glass cases or silver rails hanging from the ceiling but is all kept clean and minimalist. The three floors are linked together with a floating staircase towards the back of the store. Along with a new store, the packaging has been re-imagined to represent the Saint Laurent brand and the classic tuxedo. Black matte represents the woollen fabric whilst added gloss references silk satin.

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SAINT LAURENT’S NEW SLOANE STREET STORE

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