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What is Balenciaga ‘s first store in Saint Tropez is part of a plan to renovate the brand’s stores around the world. Another step of the brand’s Raw Architecture design concept that would begin in September 21 under the creative direction of Demna Gvasalia.

Balenciaga Saint-Tropez blends strikingly with the setting of the Côte d’Azur town.  With a warm-colored exterior, white awnings with the logo and a glass and metal entrance create the counterpoint. The interior reflects the concept of “raw architecture” that the brand has been practicing in its new stores since September last year.

From the outside, you can already see the large curtain made from recycled Balenciaga T-shirts by Mexican artist Pia Camil. Just the counterpoint needed for a store that would otherwise be a grayscale building, as we are used to seeing at Balenciaga.

In a completely empty space, Balenciaga invites visitors to immerse themselves in an industrial environment. As in Balenciaga’s new flagship on Bond Street, London, the Saint Tropez store has a deliberately unfinished design.