The French luxury brand, Lemaire, has bid farewell to its rue Poitou residence of almost seventeen years, embracing a fresh start in the fashionable Marais district of Paris.
The new flagship store, situated at 1 Rue Elzévir, once housed the Adolfo Dominguez label and now marks a new chapter in the brand’s journey.
This highly sought-after location places LEMAIRE in esteemed company, with neighboring brands such as Pandora, Ted Baker, and Uniqlo. It’s worth noting that LEMAIRE’s relationship with Uniqlo extends beyond mere proximity, as Uniqlo‘s parent company, Fast Retailing, invested in the LEMAIRE brand in 2018.
The LEMAIRE brand, founded by Christophe Lemaire in 1991 and relaunched in 2007 after a decade at Lacoste, welcomed codesigner Sarah-Linh Tran in 2009. The duo now occupies a stunning two-floor, 3,680-square-foot space, signifying Lemaire’s ongoing international expansion.
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LEMAIRE’s head of architecture, Alberto Re, masterfully redesigned the new location. With an impressive resume that includes working for Isabel Marant, CELINE, and Louis Vuitton, Re transformed the interior, exposing the raw structure and blanketing the space in an abundance of natural light. The floor, crafted from Bejmat tiles sourced from Fez in Morocco, ranges in color from cream to caramel, while the exterior features three striking windows that capture the attention of passers-by.
The minimalist design effortlessly showcases the soft, plain colors of Lemaire and Tran’s collections, displayed on uniquely suspended metal racks. This immersive environment will also incorporate various creative elements, including exhibitions, cultural events, and more. The inaugural exhibition will feature the work of Indonesian artist Noviadi Angkasapura, alongside a capsule collection inspired by his mythical animal drawings.
Designers Lemaire and Tran shared their vision for the new store in a joint statement: “The space on Rue Elzévir was thought through and developed by the Lemaire teams, materializing some of our inspirations for the first time. The new store showcases diverse craftsmanship that sits equidistant from the core values we stand for and celebrates functionality, convenience, and flexibility embodied by the Lemaire outfit.”
The store’s eclectic furniture features designs by Italian modernist Enzo Mari and ceramics from the Catalan workshop Apparatu, exhibiting the brand’s commitment to diverse craftsmanship. As a hub for cultural events, the boutique will host exhibitions, meetings, and screenings, furthering Lemaire’s influence in the creative world.
General manager Laëtitia Mergui emphasized the significance of the new location: “The opening of this new address is in line with Lemaire’s strategy to occupy new locations in Paris and abroad to continue to expand its influence without betraying its philosophy. The boutique on rue Elzévir allows us to display all of our collections to a local, international, and loyal clientele.”
With a strong reputation among Asian customers, particularly South Korean and Japanese, LEMAIRE continues to grow. The brand also maintains an accessories boutique at Place des Vosges, a corner at Galeries Lafayette Haussmann in Paris, and international presence in China and South Korea. The new flagship store at Rue Elzévir signals a thrilling new phase for the esteemed LEMAIRE brand.
1 rue Elzevir
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