Maison Alaïa’s four-storey 5 rue de Marignan space in Paris, which houses the brand’s boutique, has opened the Café da Rosa and the Martine de Richeville treatment room
Before Azzedine Alaïa’s death in 2017, the Tunisian couturier was renowned for hosting convivial and community-focused dinners in the kitchen of his rue de Moussy headquarters, events attended by supermodels, fashion journalists and editors-in-chief, and also presided over by the designer’s beloved dogs. To many, Alaïa’s kitchen table was a symbol of friendship, unity and creativity.
Now, in a nod to the welcoming, inclusive atmosphere encouraged by such events, Alaïa has updated its 5 rue de Marignan space in Paris – a four-storey hôtel particulier that houses its boutique – with a range of new spaces.
Alaïa’s hôtel particulier in Paris welcomes a café and treatment space
The location now boasts Café da Rosa, a restaurant serving Mediterranean dishes from Italy, Portugal and Spain, housed within a scenic inner courtyard, in the shade of a trailing vertical garden.
The 5 rue de Marignan location also houses a new treatment space – the first in France to offer a remodelling technique conceived by aesthetician Martine de Richeville – which is a secret weapon amongst fashion insiders for slimming the silhouette.
The evolution of the Alaïa 5 rue de Marignan space encourages a holistic synergy between body and soul, spanning the culinary and beauty worlds, and extending the maison’s universe. The space also nods to a trend in retail and boutique design that is more than just about shopping, and is focused on cultivating a luxury lifestyle and enticing shoppers who have become used to spending via screens. See Browns’ Brook Street boutique, which boasts a restaurant, treatment spaces and roving exhibition space, or Camper, which has just opened a dining space named Café Camaleon in the Mitte neighbourhood of Berlin.
Keep your eyes peeled on the Alaïa space in December 2021. That month, the boutique will welcome the S/S 2022 collection from creative director Pieter Mulier, who showcased his debut collection for the maison in July.