The newest interior design of Dutch fashion house brand Viktor & Rolf's first flagship store in Paris is completely covered in felt. Located on Rue Saint-Honoré, the store design was created by French architects Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés.
The inspiration of the beautifully sleek design was derived from a request by the fashion house duo to create a low-key and minimalist design for its store. The result is an incredibly stylish and clean environment that is intended to be "eternal" to house and display their ever-changing fashion items. There are also neoclassical elements in the store like the arches that cover the walls and wall displays that run over the staircase.
The innovation takes inspiration from Renaissance Italy combined with classical French and as a result, provokes a stunningly pleasurable and visual avant-garde experience.