By  on April 16, 2018

MILAN — The “Balmain army” of friends and fans will have the opportunity to see creative director Olivier Rousteing’s first concept store unveiled in Milan today —and more, with an innovative virtual reality tour of the inspiration behind his designs as part of the Wonderlabs technology and communications project.

In an exclusive interview, Rousteing emphasized the need for the store to reflect his own taste as much as Balmain’s “tradition and elegance,” while adding a “futuristic and modern touch” to the unit.

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