Balenciaga's Flagship Store Relocates To Sloane Square

Recently, flagship stores have become much more than a clothing HQ. Rather than just promoting a shopping experience, they offer relaxation, in turn, enabling a whole new (and fashionable) lifestyle alongside the clothes they sell - because of this - luxury fashion houses have started to think more about their flagship spaces and the curation behind them, making sure a flagship store reflects the brand's utmost core values at heart. Realising this, and the importance of flagship stores when it comes to fashion's most dedicated consumers, Balenciaga's flagship has officially moved from Mount Street to Sloane Street.

The newly renovated space debuts Raw, an architectural concept that preserves and augments a site's existing context and covers 722 square meters, spread across two floors. An aged façade matches the stonework of surrounding structures with the building's inner workings exposed to reveal electrical wires, air ducts, and support beams, all visible through a metal grate that lines the ceiling. Concrete floors are purposefully stained and cracked, while distressed concrete columns support the overall structure. Make no mistake; this is a stylistic take on 1950s brutalism. The store's stock will sit amongst various digital video screens and LEDs, lighting up the atmosphere that will house the brand's latest collections: ready-to-wear, bags, accessories, objects, shoes, eyewear, and jewellery for all genders.