In a captivating display of its rich history, Balenciaga unveils its newly renovated salons, which were reopened in 2021 after extensive renovation work. The luxury Maison presents a wide-angle view of these historic spaces, showcasing their strong heritage symbolism. The salons are described as a “place of memory and elegance” for Balenciaga, featuring a horizon of pearl gray carpet and large white drapes adorning the expansive openings. Mirror games and enfilade spaces, accompanied by decorative columns, complete the timeless aesthetic of the salons.
This significant restoration comes two years after Balenciaga’s return to Haute Couture, signifying the brand’s dedication to reconnecting with the vision of its founder, Cristóbal Balenciaga. It was on the third floor of 10 Avenue George V in Paris’ 8th arrondissement that Balenciaga established his fashion house in 1937, following his escape from the Spanish Civil War. He continued his work in these salons until his retirement in 1968. Demna Gvasalia, the artistic director of Balenciaga since 2015, states his intention to reproduce the original salons with meticulous detail, aiming to create an “aged and dusty authentic effect,” as if the spaces had been untouched for over half a century.
Gvasalia emphasizes the timelessness of couture in his artistic pursuit of perfection. To showcase the new salons, Balenciaga released a three-minute video, incorporating 3D scanning technology and a voice-over narration that highlights the historical details within the space. This immersive brand content not only showcases the renovated salons but also underscores Balenciaga’s deep-rooted heritage.
It is worth noting that glimpses of the salons were previously seen during the presentation of Balenciaga’s Haute Couture collections. In addition to the salon spaces, the Kering group’s brand has also rehabilitated the entire building and the floors of number 12 on the same street. These spaces now house the brand’s Haute Couture and ready-to-wear workshops, as well as new office spaces. This return to its roots signifies a significant milestone for Balenciaga, and the brand is set to reintegrate its headquarters, currently located on Rue de Sèvres, in the near future.
With its meticulous attention to detail and commitment to honoring its heritage, Balenciaga’s renovated salons serve as a testament to the Maison’s enduring legacy. The brand continues to push boundaries in the field of couture and showcases its mastery of craftsmanship through this exquisite restoration.
Useful Links:
1. Balenciaga Official Website
2. Cristóbal Balenciaga – Wikipedia
