PARIS — Guerlain is growing, and its revamped flagship store at the brand’s historic address at 68 Avenue des Champs-Élysées is here to prove it.
The Moët Hennessy Louis Vuitton LVMH-owned brand reopens the doors of its expanded historic store, first opened in 1913, on Saturday.
“The idea behind this is a change in scale,” said Guerlain chief executive officer Laurent Boillot at the inauguration of the boutique.
Although he declined to give figures, Boillot said the brand has been performing well thanks to the success of La Petite Robe Noire fragrance in Europe and Orchidée Impériale skin care in Asia, and that the ongoing construction of a new factory for the brand in Chartres is set to ensure its continued expansion.
“We wanted to create the most beautiful temple to beauty, and the biggest,” he said of the restored boutique, which he claims is the world’s largest beauty stand-alone. “It is a place for exploration, a laboratory.”
The 10,764-square-foot store, double its previous size, covers four floors, including a restaurant headed by Michelin-starred chef Guy Martin in its basement.
The space was designed by Peter Marino — the go-to architect for luxury retail — who worked with its historic elements and integrated works from 20 contemporary artists as well as retaining elements of decor by Jean-Michel Frank, Christian Bérard and Diego Giacometti.
“I put something modern in the old and something old in the new,” said Marino. “You’ll feel very much like you’re in a home and not in a commercial establishment.”
The original 500-square-foot boutique has been restored, and retains its listed marble floors and counters, enhanced with a polished metal ceiling by the Haas Brothers and four chandeliers by Baccarat, with whom the brand has collaborated for generations on its scent bottles.
Adjoining this space is a more modern, corridorlike white area designed to be a sales space for fragrance, makeup and skin care, including dedicated alcoves for men’s fragrance and quick makeovers, and several art installations.
At the back, stairs lead down to a space offering home fragrance and a selection of teas created especially for the store, and from which Le 68, the restaurant, can be entered.
Boillot explained that often women who came to the boutique’s beauty institute wanted to stay longer because they felt at home, which was not possible in the past.
“We wanted to offer a wider experience,” he said, reiterating, “It is not a Guerlain restaurant.”
Guy Martin has, however, used certain ingredients found in Guerlain’s fragrances, like rose, ylang-ylang and tonka bean, to inspire some of the dishes on the menu, which will change seasonally.
Up on the second floor, a “Hall of mirrors” shows off historic Guerlain collections and features an artwork by Marino made of the brand’s “bee” fragrance caps to create an infinitely reflected fragrance bottle.
This hall opens onto a fragrance space with walls clad in straw marquetry housing a giant fragrance organ, as well as several salons for consultations and a room offering silk scarves, scented gloves and fans — all products offered by Guerlain in the past but discontinued — created especially for the address.
The beauty institute, on the third floor, has also been completely revamped.
It retains nine cabins, all decked out in relaxing pale shades.
The brand has trained its beauty therapists and is introducing a new concept of treatment to accompany the relaunch: Instead of choosing off a “menu,” customers buy personalized treatments by length of time according to their needs. Looking ahead, Guerlain is planning a series of additional store openings in the French capital, Boillot confirmed. The brand currently has 16 boutiques in Paris.
“There is the potential to have a total of 25…within the next five years,” he said.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye