Acne Studios celebrates Paris’ new flagship model during Fashion Week – WWD

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

“Lately, I’ve been spending time under the bridge in a skate park, and since it’s under the bridge, it doesn’t rain there, it’s not wet and slippery. It’s finding these poetic points – under the bridge, where you have something like a beautiful movement of concrete, and this whole idea of ​​being under a bridge where no one wants to be, where it’s beautiful, I thought it was a pretty nice idea. ” said Johansson.

So Johansson brought references from his favorite place in Stockholm’s Rålambshovsparken, mixed them with metal bows and eyelets on the underside of Paris’s Pont Neuf, which crosses the Seine, as elements for the brand’s new boutique on Saint Honoré Street. He also used the Saint Maximin stone extracted 30 miles outside of Paris used in the city’s classic Haussman buildings to give the space a modern look of Old World aesthetics.

“The whole thing for me is like I’m referring to Paris – it’s not like that stone has that color – if you look at the city as a whole, it’s beige. If you squint, you see this stone, these pale colors, ”he added.

The result is all the sharp-edged stone throughout the shop, including the ceilings, with industrial lighting fixtures designed by Benoit Lalloz. The effect is impressive, but the stands and handrails ripple in brushed metal, slightly blurring the clean lines. Max Lamb managed the installation of the furniture, including large platforms for sofas with floating quality like clouds.

Acne Studios Paris Flagship

Inside the flagship Acne Studios Paris
Courtesy of Acne Studios

It is a significant part of real estate. Acne took over from Missoni and carried out a complete reconstruction of the 4,100-square-foot retail space in eight months. The brand continues to operate four smaller, more discreet stores in Paris, including the famous Palais Royal door.

The boutique is located across from Balenciaga in Saint Honoré Street and in a way signifies that the brand has arrived. Johansson has always dreamed of having a store on a “key” shopping street and has been waiting for years to find the right place. In celebration, they created their own Saint Honoré signature cocktail for the opening party on Tuesday night.

The store will host the new pastel colors of the Musubi bag, as well as the brand’s collaboration in the autumn capsule with artist Martin Laborde. In a powerful “see-now-buy-now” move, the 2023 spring collection, which will premiere on Friday, will be available immediately.

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