A store dedicated entirely to couture, which will celebrate the maison’s heritage by projecting it into the future. On the occasion of the haute couture show, number 51, scheduled for Wednesday, July 6, Balenciaga will cut the ribbon of a special boutique at 10 avenue George V in Paris, the historic home of his Parisian ateliers, inaugurated in 1937 by founder Cristóbal Balenciaga.

Spaces renovated and reopened a year ago on the occasion of the first show couture signed by Demna , which sanctioned the return to haute couture. “The concept of this store is a gateway to couture, which remains a very closed universe, especially for the younger generation,” explained Cédric Charbit, CEO of the Kering house. “In this new store, products, made-to-made services and retail excellence are a reinvention of Balenciaga’s customer experience. It’s exciting to present such a level of craftsmanship, creativity and savoir faire made in France in our historical address.”

The space will go beyond the traditional concept of salon reserved for customer fittings and will represent the tool through which the maison will share its know-how and welcome customers who wish to buy unique products within a historic Parisian address. The ground floor consists of two areas, one for women and one for men, and is connected to couture lounges. The store will offer exclusive creations such as clothing, accessories and exceptional items ranging from craftsmanship to technology, available only in this location. All products will be limited edition and can be customized or modified in ateliers.