Acne Studios Fetes New Paris Flagship During Fashion Week – WWD

For some designers, it’s about building bridges. For Acne Studios founder and creative director Jonny Johansson, it’s about sitting under them.

“I’ve been spending some time under the bridge lately at the skate park, and because it’s under the bridge, it doesn’t rain there and it’s not wet and slippery. It’s finding those poetic places – under a bridge, where you have kind of a beautiful, concrete wave movement, and this whole idea of ​​being under a bridge where nobody wants to be, where it’s beautiful, I thought that was a very nice idea. Johanson said.

So Johansson brought references from his favorite spot to Rålambshovsparken in Stockholm, mixed them with the metal arches and eyelets under Paris’ Pont Neuf, which crosses the Seine, as elements of the brand’s new boutique on rue Saint Honored. He also used Saint Maximin stone quarried 30 miles outside of Paris that is used in the city’s classic Haussmann buildings to give the space a modern take on an Old World aesthetic.

“To me, it all boils down to referring to Paris – it’s not like this stone has that color of – if you look at the city as a whole, it’s beige. If you squint, you see this stone , this pale color,” he added.

The result is sharp-edged stone throughout the store, including the ceilings, with industrial fixtures designed by Benoit Lalloz. The effect is immersive, but the brackets and handrails undulate in brushed metal, slightly blurring the clean lines. Max Lamb took care of the furniture installations, including oversized sofa platforms with a floating, cloud-like quality.

Behind the scenes at Acne Studios Paris Flagship
Courtesy of Acne Studios

It is an important part of real estate. Acne took over Missoni’s place and did a complete overhaul of the 4,100 square foot retail space in eight months. The brand continues to operate four smaller, more low-key stores in Paris, including its famous Porte du Palais Royal.

The boutique is opposite Balenciaga on Rue Saint Honoré, and in some ways signifies that the brand has arrived. Johansson always dreamed of having a store in the “premium” shopping street and he waited years to find the right place. As a celebration, they created their own signature “Saint Honoré” cocktail for opening night on Tuesday night.

The store will welcome the new pastel colors of the Musubi tote, as well as the brand’s fall capsule collaboration with artist Martin Laborde. In a power move see now buy now, the Spring 2023 collection set to premiere Friday will be available immediately.

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