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

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.

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.

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.