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May 5, 2008  <  >

05.05.08 SIDE BY SIDE
Inside the new Givenchy flagship in Paris, designer Riccardo Tisci makes it cool to compartmentalize

We've been told in therapy that compartmentalizing our feelings could lead to a regrettable emotional outburst. At 28, rue du Faubourg Saint-Honoré, however, Givenchy artistic designer Riccardo Tisci proves that compartmentalizing a couture wardrobe could lead to an outburst of unrelenting chicness—and that, of course, is anything but regrettable. Uprooted from its home on Avenue George V, the label's new Parisian flagship represents the house's recent rejuvenation at the hands of Tisci. "This space is the natural setting for our new designs. It represents the modernity of Givenchy," says CEO Marco Gobbetti. "It also gives us the opportunity to define the new image and language of the brand with even greater precision." Tisci collaborated with architect Jamie Fobert (of London's Tate Modern) on a space that reflects a divide-and-conquer approach to fashion, breaking the store up into five compartments that mimic the famous Givenchy boxes used to deliver the garments. Each box contains some wisp of the brand's history (the interiors of Box No. 1, for example, are sculpted from the same white plaster moulding that's found in the couture Salon of the Avenue George V store), that offers historical contrast to the current line displayed within their walls. According to Fobert, "[Riccardo Tisci and I] experimented with materials, looking for surfaces and textures to alter perceptions and trigger memories that would be contemporary but emerge with a subtle romanticism." The result of their efforts is a store deeply aware of its origins without falling victim to the pitfalls of nostalgic design, and balanced by a fresh, zen-like energy that is sure to sustain the house through the next hundred years. Catherine Blair Pfander


Givenchy, 28, rue du Faubourg Saint-Honoré, Paris. 33.1.42.68.31.00
For information: www.givenchy.com


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