A Store Is Born: Viktor & Rolf Paris

It may sound like a geriatric creeping maneuver, but no. Gray felt is the concept of Viktor & Rolf’s new and first Paris store.

The interior is made up of curved steel covered in tactile gray felting. “We said to the architects we want a shop that’s invisible, like ghost architecture. When you enter you don’t expect the huge space that opens up suddenly.”

The color gray was chosen to celebrate the Dutch label’s 20th anniversary. The duo’s first collection, in 1993, was an all-gray affair, as was their couture show earlier this year, their first in 13 years.

Viktor & Rolf, 370 Rue Saint-Honoré, Paris

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