The new Balenciaga store is proving that fashion certainly can merge with art. Nicolas Ghesquière enlisted the help of French artist Dominique Gonzalez-Foerster to design a store thats concept reflects a modern art installation. A martianesq quality inside makes the shopper feel like they are buying the latest Balenciaga bag on Mars rather than Mount Street. Sounds and video images are affected by the shopper's movement in the store and likewise have an effect upon the shopper's experience.
"There has been this fashion lately for stores to reference a gallery and to create a white cube." Says Gonzalez-Foerster, "It is a very elegant system, but we wanted to go beyond that. We both thought there must be something else.”
See what you think at 12 Mount Street, London. Don't expect a huge white spaceship of a store, the outside Georgian townhouse looks relatively subdued....but step inside.
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