The new location features over 7,600 square feet of retail space and takes on creative director Demna’s “Raw Architecture” store concept, which is currently being implemented across all Balenciaga’s boutiques and headquarters.
The store features exposed electrical wires, air ducts and support beams that span the ceilings, as well as gravel and graffiti, giving the location a complete industrial and deteriorated feel.
Art director Niklas Bildstein Zaar and architect Andrea Faraguna of the Berlin-based studio Sub, who often help create the sets for Balenciaga’s fashion shows, were chosen to design the space.
“Raw Architecture materializes a new experiential conception of modern luxury in which Balenciaga is introducing new codes of retail where the passage of time is a transformative event,” said Demna in an interview.
Demna also noted that the “raw” aspect intends to preserve each building’s past and give them renewed relevance, which is the same sentiment he brings to his collections for Balenciaga.
The flagship store, which sits alongside other luxury brands such as Miu Miu, Hermès and Burberry, has opened after several delays that were brought upon by COVID-19.
“The opening of Balenciaga on Bond Street really highlights the continued confidence of global brands in London’s West End and the luxury market as we continue to recover from the impacts of the pandemic,” said Jace Tyrrell, CEO of the New West End Company.
The new location will be open to the public starting March 26, 2022.