By  on November 21, 2007

PARIS — Agnès b., the Gallic rock-edged sportswear brand, has arrived in Paris' "Golden Triangle," the upscale shopping district between the Champs-Elysées and the Seine river.

Located at 38 Avenue George V, a street that's home to Hermès, Balenciaga and Gianfranco Ferré, the new 6,500-square-foot street-level boutique is a step up from the brand's iconic first store, opened in the Eighties on the hip Rue du Jour. The store's airy, no-fuss interior has white walls, wooden floorboards and white-coated Baroque mirrors. The brand's men's, women's and baby lines are on display, as well as accessories.

Personal touches by designer Agnès Trouble include the store's playlist, rotating artworks from her personal collection and giant photographic wall posters, including one of a cloudy sky at sunset taken by Trouble.

The designer also has installed a boudoir-esque eveningwear salon, featuring a Bordeaux and camel decor with battered club couches.

"I wanted to create a warm, intimate space, where customers can try on pieces at their own pace," said Trouble, adding that one-off pieces would be made for the room.

A book area with headphone listening posts will be added, featuring a selection of works handpicked by the designer.

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