BOOK ME UP: The Sonia Rykiel flagships in Paris, London and Tokyo are getting a temporary makeover, the first of which will be unveiled at the French fashion label’s fall show today. The store on Boulevard Saint-Germain in Paris is being transformed into a café-cum-library as part of a pop-up concept designed by André Saraiva and art director Thomas Lenthal. The London and Tokyo boutiques will follow suit in April, with a permanent new store concept set to be rolled out next year.

A café scene in actual scale will unfold on large screens in the windows of the Paris store. Filmed at nearby Le Rouquet, it features Sonia Rykiel artistic director Julie de Libran and a host of models and friends, including jewelry designer Aurélie Bidermann, TV presenter Alexandra Golovanoff and photographer Sonia Sieff. The interior has been plastered with bookcases from floor to ceiling, with a staggering 40,000 volumes on display. “They are not for sale, but people may try to steal them,” Lenthal said, noting that changing rooms are equipped with erotic literature.

This story first appeared in the March 9, 2015 issue of WWD. Subscribe Today.

It all harks back to founder Sonia Rykiel and her close friendships with writers such as Régine Deforges. Rykiel and her daughter Nathalie have also penned several books. It turns out Saraiva, best known as the force behind nightlife haunts such as Le Baron, Le Montana and Castel, is also a bit of a bookworm. “As soon as I move into an apartment, the first thing I do is design the bookcase,” he said.

load comments