The area between the department store district on Boulevard Haussmann and the luxury stores on Rue Saint-Honoré is seeing a flurry of activity, including the planned opening this fall of a new office and shopping complex in a 184-year-old building that formerly housed the Printemps-owned Madelios men’s emporium.
MGPA, a private-equity property-investment advisory firm, bought the building in 2009 for 210 million euros, or $280 million at current exchange, and has made “a substantial investment” in gutting and renovating the complex, according to Jean-Philippe Olgiati, country manager, France and Italy at the real estate firm.
Located at 22 Boulevard de la Madeleine, across from the temple-style Madeleine church, the building, which has been renamed Le Madeleine, will house more than 186,000 square feet of offices and 126,000 square feet of retail space, including a two-story flagship C&A store, sports retailer Decathlon and perfumery chain Marionnaud.
“For us, it was an extraordinary opportunity to be able to work in such a prestigious area, on a project with this kind of profile among media and fellow industry professionals,” Olgiati said during a visit to the construction site. “It is part of the evolution of this neighborhood. The whole stretch from here to Opéra is about to undergo significant changes.” RELATED STORY: Retail Meccas — Paris >>
The real estate firm has tapped architects Laurent Goudchaux and Sébastien Segers to rethink the building and its facade, and industrial designer Ora-ïto to handle the interior design, including the double-height entrance lobby of the office complex, which will feature an interactive wall made of 44 plasma display panels.
Goudchaux and Segers have taken their cue from the facade designed by architect Louis Faure-Dujarric in 1932 for the historic building, formerly known as Aux Trois Quartiers, by assembling a thousand white Carrara marble elements to create a smooth outer wall with curved finishes.
They have moved the entrance of the office section to the left side of the building and scrapped the shopping arcade inside, freeing up space for the future 75,000-square-foot C&A store. The architects knocked out nonessential support columns to create 26-foot windows for the shop, which occupies the corner of the building.
“At peak levels, 125,000 people pass by that corner every day, which makes it an absolutely extraordinary area. We just could not understand why it wasn’t working before, when you have this kind of footfall,” said Olgiati, noting that the shopping arcade format historically has not done well in Paris.
Though most of the other new stores in the area, including the flagship Bucherer luxury watch store down the road, cater primarily to tourists, Le Madeleine expects to attract mainly locals. Among those who have signed leases for offices in the building are Chanel, Actelion Pharmaceuticals, Visa, Field Fisher Waterhouse and Robeco Gestions.
Originally scheduled for delivery in March 2013, the building is now expected to be completed in the fourth quarter.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion