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The new Saint Laurent London store

A Saint Laurent store vision

Previewing the multi-sensory experience of Hedi Slimane's new London store, and its soundtrack

Since taking the reigns at Saint Laurent, Hedi Slimane has transformed his shows into multi-sensory experiences. From the hypnotic LED lights that hover over the runway, to the sounds of California’s next generation of musicians that fill the show space, and his invitations, which themselves take the form of mini-manifestos curated by Slimane’s favourite artists. A show experience is one thing, however, but to translate these feelings into a permanent store space often results in something very impersonal. That’s where Slimane’s vision comes in.

His newly refurbished London store echoes the electricity of his shows. If you listen closely the sounds of Froth, Idiot Glee and Black Keys make their way through the space – many of them having formed the soundtrack to his Paris shows. We’ve even given you a little taster below. Then comes the window display – artist Luke Thomas (who collaborated with Saint Laurent for their SS14 menswear collection) has installed a neon adaptation of his ‘Blood Luster’ print in the form of a hot red fanged mouth, sure to send shivers down passers by on Sloane street. But the store also pays homage to glory of the past – specifically the second wave of French modernism that pioneered new techniques in Paris. The use of concrete, “black silk” marble and gold-plated brass, forming a minimalist transposition of the techniques and materials they pioneered. Vintage furnishing by these French modernists, such as Adnet, René Herbst and Breuer, also make their way into the store. If you can’t wait for his Paris show later this month, then make your way down to Sloane street.

Saint Laurent, 171-172 Sloane Street, London SW1X 9QG 






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