Inside Balenciaga’s new store on Rodeo Drive

Just a few dozen meters from the first Balenciaga boutique, at 418 North Rodeo Drive, the luxury house’s second boutique in Beverly Hills has opened. A two-level store viewable from the street via large glass panels, with a total surface area of around 550 square meters.

Unlike conventional window displays, Demna Gvasalia’s team chose to enliven theirs with a row of naturalistic mannequin arms in signature grey microsuede on which sunglasses, telephone, cup of coffee, bottles, wallets and the new Monaco chain Bag hang. An installation, said the house, “to demonstrate the accessibility and tactility of the new bag line.”
 
Just behind, a high-definition digital screen reveals a video of Isabelle Huppert, Balenciaga’s new ambassador. The staff, all dressed in black and Steroid derbies on their feet, show off the brand’s experiential Raw Architecture concept. In other words, a concept that inherently creates less waste and depletes fewer resources, and is built around a monochromatic décor, using existing structural elements, with raw walls revealing cement bricks and untreated concrete floors. 

On the ceiling, neon lights reminiscent of construction sites illuminate the shelves and industrial consoles. Subway tiles cover the walls of the main staircase and bare metal racks display the collections. In places, corrosion and simulated corrosion effects create the illusion of an indoor/outdoor space.
 
Presented on aluminum shelves, the entire collection of bags and small leather goods occupies the first part of the first floor. Balenciaga jewelry, eyewear, cushions and blankets bearing the brand’s logo are displayed in glass consoles. The line of shoes, sandals, boots and other glittering clogs are displayed at the back of the store. 

Designed with the same approach as the first floor, the second floor opens onto a large bay window overlooking the street. In a brick decor and under a ceiling grid, evening gowns and ready-to-wear pieces are displayed, all suspended on a long aluminum rack.

Two fitting rooms, including a VIP one, with the same raw, mineral decor, are open to customers, and a giant black sofa-puff offers a contemplative view of Rodeo Drive. 

As a result of the opening of this new store dedicated to women, the Balenciaga’s 338 North Rodeo Drive store has been converted into a menswear-focused store. On December 2, the Balenciaga brand will show in Los Angeles.