The new Billionaire Couture signed by Claudio Pironi opens in the charming Rue Saint-Honoré, Paris
The new Billionaire Couture luxury flagship store designed by architect Claudio Pironi opens in Paris, at the intersection between the stylish Rue Saint-Honoré and Cour Vendome, a place that embodies luxury and hosts all the biggest names. The new concept of the sartorial maison takes shape in an iconic Parisian building of the ’30s that has been carefully restored enhancing the architectural elements.
The store is developed on three floors, the ground floor is mainly dedicated to accessories, while the clothing collection finds space in the upper levels. The scenographic aspect of the building is emphasized by the huge black lacquered glass windows that rise up to eight metres behind which the lion, symbol of the maison, can be glimpsed.
The imposing Portaluppi marble staircase is the store protagonist and the main space connection ele- ment amongst the three areas. The staircase offers the visitors a sense of majesty thanks to the use of light which is totally addressed to its extraordinary marble veins.
The store atmosphere is characterised by dark environments, where the light is totally directed towards the product in a vertical projection. Just as in the theatre the actor is enveloped by a cone of light moving on the stage, in the same way, the architect Pironi, duplicates the amount of illumination on the gar- ments in order to enhance them to become the protagonists of the whole store, as in a real mise én scene.
And it is precisely the sequence of contrasts between light and shadow that confers uniqueness to the
design concept, while the left wall is covered in mirrors to create a play of reflections.
It’s the idea of space as a sequence of emotions forged in materials and geometry that returns to cus- tomers a harmonious environment in a game of full and empty inspired by classical Greek tragedy.