Balenciaga, the illustrious French Couture House, is returning to its roots on Avenue George V, an iconic hub of fashion excellence in Paris. The expansion plan involves the transformation of the existing salons into a magnificent space that will house the ateliers and offices for both Couture and creative endeavors. Spanning across addresses 10 and 12 on six levels, this grand venture pays homage to the brand’s historical significance.
Back in 1937, the visionary Cristóbal Balenciaga himself established his Paris ateliers at these very addresses. For three decades, this was his sanctuary, where he passionately worked, fitted clients, showcased his collections, and even maintained a personal apartment until his retirement in 1968. So deeply resonant was this place in M. Balenciaga’s life that he named his inaugural fragrance after it, Le Dix.
In 2021, Balenciaga’s artistic director, Demna, unveiled the 50th Couture Collection, marking the return of Balenciaga Couture after a hiatus of over five decades. The momentous occasion took place in the newly restored and reopened Salons de Couture at the historic address. Furthermore, a storefront that once served as M. Balenciaga’s boutique for perfume and accessories has now been transformed into the exclusive Couture Store, offering clients a unique and innovative retail experience, complete with one-of-a-kind creations and exclusive collaborations.
Preserving the architectural heritage, the renovation of the Couture salons draws inspiration from the original design by Albert Le Voisvenel in 1887, with Christos Bellos’ artistic touches directed by Balenciaga. The interior design, although understated for a Couture House, has been meticulously restored to reflect its historical significance. Neutral tones and features, typical of the area’s elegant apartments, were deliberately chosen to ensure the focus remained on the collections. As part of the meticulous restoration in 2021, the original off-white stucco arabesques and light grey carpets from circa 1937 were recreated and patinated to convey the passage of time, preserving the aura of authenticity.
While paying homage to its rich history, the newly reopened spaces incorporate modern touches and high-tech updates. Notably, dark, smoked glass partitions gracefully contrast raw walls, fostering a harmonious coexistence of Balenciaga’s past, present, and future. A plaque now adorns the facade of the address, proudly announcing the significance of the House’s extended homecoming, further solidifying Balenciaga’s position as an enduring icon in the world of fashion.
