Balmain’s first American flagship store has finally opened in the heart of SoHo at 100 Wooster Street, after being teased since early 2015.
The space, designed by Studio KO, draws inspiration from Villa Balmain, the late Pierre Balmain’s Italian Isle of Elba residence. The store is fittingly outfitted with light marble and lush cream carpeting, evoking a Mediterranean feel. The space appears surprisingly light and tropical despite the industrial setting in a building built towards the end of the 19th century.
SoHo — known for its urban and fast-paced yet cool vibe — was the obvious choice for the brand’s first American store, according to Balmain Creative Director Olivier Rousteing, as he felt it evoked the overall feel of America itself, per a Balmain press release. The 2,150 square foot, dual-room store features apparel and accessories for both men and women, with plans to begin selling children’s items as well.
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