Miele Opens First Shop in Europe

Carlos Miele hopes to attract many bees to his fashion hive here. Miele inaugurated his debut store.

PARIS — Carlos Miele hopes to attract many bees to his fashion hive here.

This story first appeared in the November 16, 2007 issue of WWD.  Subscribe Today.

Miele, whose name translates from French or Italian as “honey,” inaugurated his debut European boutique at 380 Rue Saint-Honoré on Wednesday.

“Paris is the most important fashion capital in the world,” said the Brazilian designer, whose retail neighbors include John Galliano, Chanel and Audemars-Piguet. “It’s an anthropological adventure for a Brazilian designer to deepen his knowledge of such different cities as Paris and New York.”

For the Paris store, Miele called on architect Hani Rashid, whose design of Miele’s store in Manhattan’s Meatpacking District won “store of the year” award from the International Biennial of Architecture and Design.

“The design of the new Paris flagship was inspired by a combination of influences, including Brazilian Expressionist modern architecture, the French Baroque and Parisian Art Nouveau, all tempered by the precision inherent in new technological means of manufacture and design,” said Rashid.

“Hani Rashid and I worked together to develop more of an art space than a traditional retail store,” added Miele.

Spread over two floors and 750 square feet, the boutique’s glossy white walls, ovular mirrored pillars and organic sculptures create a liquid-like feel, which serves as backdrop for Miele’s creations. The brand’s signature collection is housed on the ground floor, while a diffusion line is on display upstairs.

Miele, who said he had his eyes on London and Milan for his next European openings, said he expects the store to register sales of about $2 million in its first year. With the flagship launch and 20 freestanding Miele store openings scheduled for next year, the designer expects sales to more than triple to $25 million.