Lanvin unveils its new New York setting and, at the same time, the new store concept designed by Belgian architect Bernard Dubois, embodying its repositioning through a more sophisticated, sober and contemporary image. The previous address, inaugurated in 2010 at number 815 Madison Avenue, has been closed, with the French luxury house moving to number 855, previously occupied by Emilio Pucci, on the corner with 71st Street.
Lanvin’s new boutique in New York – Courtesy
Under the aegis of Deputy CEO Siddhartha Shukla, the house founded in 1889 by Jeanne Lanvin, which was bought in 2018 by the fashion and luxury division of the Chinese colossus Fosun International, renamed Lanvin Group, embarked at the end of 2022 on a repositioning focused on identity, distribution and product.
The implementation of this strategy was accompanied by the departure of its creative director Bruno Sialelli and the launch of the Lanvin Lab concept, “an experimental space inviting creative partnerships with confirmed and emerging international talents”, which will be inaugurated shortly by rapper Future.
Regarding the distribution, a new layout has been developed, which has just been unveiled in New York. It will be available in the brand’s new points of sale or during the renovation of its existing stores, which reach, with this new address, a total of 29 units. In the coming months, new openings are planned for Riyadh in Saudi Arabia, Bal Harbor in Florida and Coast Plaza in Costa Mesa, California.
Bernard Dubois, who has distinguished himself in recent years with other luxury houses such as Courrèges, Carven or Icicle, was inspired by Art Deco and neoclassical aesthetics, the two great veins of Lanvin’s heritage, working on rows, symmetries, columns and architraves, while favoring a refined design. Light hues (beige, cream, etc.) dominate the store, which spreads over 230 square meters across four spaces, while the materials make use of oxidized and hammered brass, limestone, velvet, as well as “marmorino” stucco.
The furnishings produced by Bernard Dubois’ studio are complemented by designer furniture and objects from galleries or the house’s archives. The boutique hosts collections for women and men of ready-to-wear, accessories and shoes. It will also offer the capsule collections produced as part of Lanvin Lab, as well as the timeless Edition Soir line, dedicated to cocktail and evening wear, which will be marketed in the fall. A space is also reserved for “VIC”, very important customers.
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2023-07-21 20:02:30
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