Monday 16th April

| BY Roxy Lola

Balmain Opens First Italian Flagship Store

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More Balmain business on this Monday morning. Olivier Rousteing has been hard at work in Milan, envisioning, creating and producing the brand’s first Italian flagship store. But as we know, Olivier doesn’t do basic, and so this is no normal store opening. In a virtual reality experience, called ‘My City of Lights,’ customers are invited to go inside Olivier’s mind, a cruise through his creative process. So extra, so necessary. The Balmain stylised Oculus VR headsets journey through a burning Baroque castle and then into a cathedral. Dramatic. A cathartic Balmain experience, as always. We wouldn’t expect anything less. Located on Via Montenapoleone 27D the store is solidified in luxurious gold, chandeliers dripping, marble floored and leafy greens, so luscious. This is what we have always envisioned the Balmain Army’s headquarters would look like, where the all the beautiful people prowl and lounge, surrounded by Balmain’s newest accessories and women’s collections. The hotel-esque store was created along with Paris’ Studio AMV, with a home feel focus to every room. The home of our billion dollar dreams. Balmain does it best.

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