Monday 11th July

| BY Jack Moss

A Look Inside Demna’s First Balenciaga Store In LA

This is what I would like to call relentlessly minimal. And thus far empty of product, unless, of course, there is an errant rail shoved somewhere behind those curtains. This is Demna Gvasalia’s very first interior for his newly rejigged Balenciaga – giving the Los Angeles’ esclusivo Rodeo Drive store a nice redecorate. These images, in their beautiful emptiness, fulfill much fantasies of being left to own devices in empty retail spaces. In reference to image number two: it’s a bit high class kitchen, isn’t it? One of those stores that leaves your hands feeling a bit dirty when you enter it. But, said images also come with a warning – consider this not the full Demna vision, but a concept (the exterior remains Alexander Wang-ed). A Demna Part Un. “It was really important for me to come up with something neutral, an atmosphere that represents, to me, the house,” the designer said to Vogue Runway. “Also, that had some warmth, because I felt like we needed to express that in terms of the colors and materials: to give a feeling of coziness, yet also able to coexist with what we already have. But the full concept of what we want to do we’ll represent most in Paris. That’s what we’re going to work on next year.”