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VIDEO: Viktor & Rolf’s Paris Debut

Viktor & Rolf fans should be happy with this news. After over 20 years of staging runway shows in Paris, Dutch designer-duo Viktor Horsting and Rolf Snoeren inaugurated its first flagship store on rue Saint Honoré, putting the latest womenswear, menswear, capsule collections and fragrances on display—including Haute Couture, upon personal request.

“We have always considered Paris to be our fashion home and are therefore very proud to open a flagship store, a proper place of our own,” stated the designers in the official release.

The two-story flagship store was conceived with Staff International, a distribution and production company of OTB Group (Only The Brave, owned by Renzo Rosso), who is the licensee of Viktor & Rolf.

“We wanted a store that would be invisible; we call it ghost architecture,” they continued, referring to Pierre Beucler’s and Jean-Christophe Poggioli’s (Architecture & Associés) interior design. The space is marked by the perspective of arches and curved frames used to display the products, and tone-in-tone with the so-called neo-classicist monochromatic interior design.

“The store is entirely covered in grey felt. By executing architecture in fabric, the experience of shopping becomes more intimate and personal. It’s provocative…it’s something that fits our universe―if we have an idea, we like to go all the way,” concluded the designers.

Viktor & Rolf also recently revised its best-selling perfume, Flowerbomb, into Flowerbomb Rose Explosion, an eau de parfum with oriental codes, with a rose-oud-saffron accord. The designers will showcase their upcoming Fall 2014 collection during the Paris ready-to-wear season in March.

Elisabeta Tudor 

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