DThe floors are made of slabs of natural Italian Basaltina stone, the display cases on the walls are a mix of glass and steel, with rest areas in between with heavy wooden tables, coffee tables with books and vintage white fur armchairs. A spiral staircase in white arabesque marble surrounded by vertical mirrors and neon lighting leads to the first floor, where ready-to-wear clothes and shoes are located.
The 300 square meter store showcases the brand’s entire portfolio. In addition to women’s ready-to-wear, these include: shoes, bags, perfumes, accessories and interiors. For the first time the Celine world is spread over three floors instead of two. From now on, the menswear launched by Slimane when he joined Celine in 2019 is now available exclusively in the Munich store. For this purpose, the basement with the historic brick vault, which previously served as a warehouse, was completely rebuilt. Here too, as on the other two floors, there is never a shortage of islands of tranquility with vintage pieces and furniture designed by the designer.
Hedi Slimane’s aim is to combine brutalist influences with natural materials and thus create an attractive contrast, according to a company spokesperson. Paintings by contemporary painters are distributed across all floors, which are exhibited in various Celine stores around the world and now also in Monaco as part of the Celine Art Project.
The combination of fashion, art and furniture plays an important role in Hedi Slimane’s retail concept because, in addition to his passion for music, the Frenchman is also known for his interest in architecture, art and interior.
Renew the brand’s visual identity
The store’s design reflects his preference for clear lines and minimalist aesthetics. The restyling of Celine stores is the final step in the complete revamp of the brand’s visual identity, from logo to name, which it de-emphasized in one of its first actions.
The 55-year-old Frenchman of Italian-Tunisian origins leaves nothing to chance. He also personally decides what music can be played in the shops. Hedi Slimane is considered uncompromising and confrontational, and someone who had little interest in the subtle, intellectual style of his predecessor Phoebe Philo. But with his outspoken, sometimes radical style, he has already rejuvenated the Saint Laurent and Dior brands and has particularly impressed the Millennial generation. He is considered the inventor of size zero, for whose slim Dior dresses Karl Lagerfeld starved himself to lose 40 kilograms.
Celine belongs to the world’s largest luxury group, LVMH, which, according to the industry magazine TextilWirtschaft, achieved a turnover of almost 79 billion euros in 2022. According to LVMH head Bernard Arnault, Celine has exceeded two billion EUR.