Lanvin returns to centre stage with a new image and store
After a long and tumultuous period during which creative director Alber Elbaz was replaced at Lanvin, the brand is slowly bouncing back and returning to the forefront of the international stage. Bruno Sialelli’s arrival as creative director of the oldest French couture house was already warmly welcomed early last year and seems to have given the house a solid new start. Sialelli’s next winter collection was presented to critical acclaim, and Lanvin is also moving up a gear when it comes to its stores.
Lanvin’s development in Asia
Given that the couture house’s main shareholder Fosun is based in Shanghai with a firm footing in what is now known as the largest luxury market on the planet, it is no surprise that the brand is choosing to develop in Asia. The revived brand image of the new Lanvin stores has just been unveiled in the sumptuous setting of Shanghai’s Bund Finance Center.
A store designed by Dimore Studio
The house’s store is becoming the new model for all other Lanvin stores worldwide. This symbolic new shop spans 280 m², making it the brand’s flagship store. In terms of design and architecture, the sales areas are largely defined by curved undulating panels positioned so that they can easily give the impression of a complex layering of curtains. Fabric is therefore at the heart of this new concept.
The ceiling is dark black, providing a stark contrast with the much lighter and neutral cement floors and walls. The furnishings include designer pieces such as Dimore Milano’s Poltrona 081 armchair, Tecno’s T1 side table, a white Paradiso Terrestre sofa and bespoke rugs with linear and circular motifs. The store falls into the category of luxury shops with a gallery vibe and arty pieces.