THE WHAT? Dries Van Noten’s latest retail concept is designed to showcase the interplay between the designer’s beauty, fragrance and accessories ranges, according to a report published by WWD.
THE DETAILS The Belgian fashion label’s new store, which is located on Paris’ Quai Malaquais, is loosely zoned but displays throughout are designed to illustrate the link between the relatively newly launched make-up and fragrance lines and the more established accessories range.
WWD reports that the luxury brand is planning to roll out the concept to other stores from next year, timed to coincide with the planned expansion of the brand’s beauty and fragrance offer.
THE WHY? Van Noten told WWD, “It’s important to show that everything is sharing the same vision. We don’t see the make-up and perfume as separate from the clothes. For me, it’s like one big, unified project, and I really wanted to underline that.”
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