A rendering of the Cerruti 1881 boutique.

HERE TODAY: The high-end men’s prêt-à-porter label Cerruti 1881 will, over the coming days, open a temporary boutique in a prime, footfall-rich Paris street ahead of the opening of its new flagship next summer. The event also marks the kick off of the house’s 50th anniversary celebrations in 2017.

The 3,200 square feet store, at 51 Boulevard Haussmann in the city’s fashion district, is located across from Printemps and will house products from across the brand’s universe, including rtw, watches and jewelry, eyewear and accessories. There will also be an area dedicated to bespoke tailoring. Features in the minimalist space, which will stay open through July, include cement floors, industrial beams, light sculptures and modular fixtures.

Chief creative officer Jason Basmajian, who joined the house in October 2015, said the interiors have “an industrial-chic feel, but are housed in a grand Haussmannian classic structure.” The store, he added, is located on a busy crossroad “that is both decidedly Parisian, as well as international, with eight large windows that showcase the full universe of Cerruti.”

During the festive period some 10 million people are expected to pass through Boulevard Haussmann, where Galeries Lafayette is also located.

Founded in 1967 by Nino Cerruti, Cerruti 1881 has been part of the Hong Kong-based Trinity Limited group since April, 2011 and counts 116 fully-owned stores globally. The house’s rtw collection is also sold through approximately 40 multi-brand and department stores, with Harrods to be added this spring. The house’s historic Paris flagship at 3 Place de la Madeleine shut in September.

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