It may seem counterintuitive to open a store deliberately designed to give the impression of being old and partially demolished. But—as often happens—Balenciaga surprises us by inaugurating a store based on these premises just a few weeks ago, in SoHo, New York. The store spans about 910 square meters over two floors and embodies what is called Balenciaga’s Raw Architecture. Let’s explore what that means.
According to WWD, the experiential concept behind this Raw Architecture is designed specifically to evoke an industrial imagery, reminiscent of construction sites and abandoned spaces, with an aesthetic that reflects an aged or demolished building. The fashion house also claims that entering the store is an experience akin to «walking through an art installation». The space includes original lime-washed bricks, cabochon marble flooring, concrete masonry, cement panels, rough walls, exposed plaster, stucco, steel, and glass. The carpeting is Balenciaga’s signature, accompanied by satin wraps and soft lighting.
There are remnants of solid wood pieces functioning as display shelves, while the ground floor and mezzanine are separated by a slab spanning the store horizontally. The levels of the ground floor and mezzanine are visually divided by a slab that spans the entire width of the store; the space includes columns and saw-cut remnants of solid wood pieces used as display shelves. There is an elevator at one end and a staircase at the other, both presented as independent entities, illuminated by a central skylight.
If this new opening strongly reminds us of Balenciaga’s Chicago store, we might be looking at yet another confirmation of how the French fashion house can integrate such bold aesthetics like that of Raw Architecture. In this case, can such a raw and intentionally unpolished architecture really channel a message close to the brand’s mission, aligning with Balenciaga’s commitment to sustainability?
