A Store Is Born: Chloé, Paris

Apparently the French like to cure hangovers with open floor plans and plush seating. Following its massive 60th-anniversary bash and exhibition at Palais de Tokyo, Chloé has just opened a new Paris flagship as airy, translucent, and soft-focused as the house’s image. In partnership with Clare Waight Keller, Chloé’s creative director, architect Joseph Dirand looked to an iconic time in the label’s past—the pre-gauche seventies, the time of Karl Lagerfeld’s reign—to outfit the store, Chloe’s 50th worldwide and second in Paris.

Dirand, while better-known for his partiality to hard surfaces à la concrete (Rick Owens, London) and marble (Alexander Wang, Beijing), stayed true to Chloé’s bougie-breezy vibe, assembling a gentle-hued and smooth-edged space lit by bay windows and skylights. He even designed the furniture, its natural lines and rounded corners an homage to Maria Pergay, Gabriella Crespi, and other greats of interior design.

Chloé, 253 rue Saint-Honoré, 75001

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