With the success of their La Petite Robe Noire fragrance in Europe, Guerlain wanted to up the ante for the interior design of their flagship store at 68 Avenue des Champs-Élysées.
The Moët Hennessy Louis Vuitton LVMH-owned brand reopened the doors of its expanded historic store, first opened in 1913, on Saturday.
“The idea behind this is a change in scale,” said Guerlain chief executive officer Laurent Boillot.
“We wanted to create the most beautiful temple to beauty, and the biggest,” he said. “It is a place for exploration, a laboratory.”
The 10,764-square-foot store, double its previous size, covers four floors, including a restaurant headed by Michelin-starred chef Guy Martin in its basement. The space was designed by Peter Marino.