Balmain London rendering
Set in the heart of Mayfair, on South Audley Street. Designed by Joseph Dirand, the architect who oversaw 2009 transformation of the house’s historic Paris flagship, the new 220-square-meter boutique has sober stone exterior, with both the expansive front window and glass entry framed in black lacquer and gold leaf. 

The space’s doors, ceilings, mirrors and large stone fireplace all channel the classically sober English style. The stone floor’s striking geometric design, created with beige thalas and grey hainaut stone, is a contemporary play on traditional English parquet patterns.

Emmanuel Diemoz, the company’s CEO, notes that London has always been an important market for the brand: “Balmain has a particularly strong and loyal clientele in the English capital and we’re very happy to be able to offer them this first London flagship. Just as in our Paris flagship, Joseph Dirand has created the perfect classically elegant backdrop for the modern designs of the house’s Creative Director, Olivier Rousteing.”

Balmain (69 South Audley Street, London W1K 2QZ)