| Print |

Viktor & Rolf Paris. Photo: Luc Boegly

Viktor & Rolf Paris. Photo: Luc Boegly

Viktor & Rolf Paris. Photo: Luc Boegly

Viktor & Rolf Paris. Photo: Luc Boegly

Address 370 rue Saint-Honoré; 75001 Paris
between rue Cambon and Place Vendôme
Neighbourhood 1st Arrondissement | See on map
Metro Concorde [M1, M8, M12], Madeleine [M8, M12, M14]
Telephone +33 1 73 77 51 55
Website http://www.viktor-rolf.com/
https://www.facebook.com/viktorandrolf
Hours Mon-Sat 10:30-19.

Dutch fashion duo Viktor & Rolf finally have a store of their own again, though you might get disappointed if you were expecting something like their tupsy-turvy Milan shop. Whereas that memorable boutique literally had everything upside-down during its existence (2005-08), this Paris flagship store is more of a blank – well, grey – canvas to showcase their goods.

The style created by French studio Architecture & Associés is still neoclassical, but the interiors have been deliberately designed to be unintrusive and are completely decked out in grey felt, wall-to-wall, cranny to cranny, from shelves to vase and flowers. Fifty shades, you might say, just infinitely more interesting than the snooze-inducing smut bestseller.

Besides felt-covered arches, you’ll find the two-storey shop across from the Mandarin Oriental packed with a near-complete range of men and women’s ready-to-wear collections, accessories and fragrances, even the usually elusive eyewear. Even with the ceiling being a ceiling and not a floor, that feels like an upside-down world.