For many, marble might conjure antiquity. But Hedi Slimane has put the majestic material to thoroughly contemporary use in the new Saint Laurent Paris flagship store in SoHo, which opened today. The brand’s first outpost downtown is part of Slimane’s revamp of the label, which until recently was known by the initials YSL. Black-and-white silk-marble panels flank the walls, lending an airiness and sophistication to the space, which also features 19th-century cast-iron columns and tin ceilings typical of the neighborhood.
Dotted throughout the store is antique furniture, personally acquired by Slimane, from early-20th-century masters — including a 1935 daybed by Jean Prouvé, metal armchairs by Jules Leleu, an oak tabouret by Pierre Legrain and a pair of Lattenstuhl chaises by Marcel Breuer — all of which speak to the heritage of the company that Yves Saint Laurent founded more than half a century ago. The museum-quality furniture is juxtaposed with minimalist details, including chrome and nickel vitrines, floor-to-ceiling mirrored dressing rooms and sleek screens of campaign photographs.
The new Saint Laurent sanctuary houses women’s, men’s and accessories collections, while also carrying limited-edition pieces like the sequined Daft Punk jacket and couture items. And even though the new store has barely opened its doors, already Slimane is looking to make over its uptown counterpart, on 57th Street. While the creative director’s tinkering with the brand’s identity has raised the ire of purists, it’s no secret that sales are on the rise, and it seems safe to say that wherever Slimane goes, shoppers will follow.
Saint Laurent Paris, 80 Greene Street, New York; (212) 431-3240; ysl.com.