PARIS — Twenty-six years after the first Serge Lutens boutique opened in the Jardins du Palais-Royal here, the fragrance brand has just inaugurated its second freestanding location in the City of Light. The store, at 324 rue Saint-Honoré, will serve as a template for retail locations yet to come, part of a strategy to increase the niche label’s accessibility and visibility.
Like all Serge Lutens boutiques, including the flagship in Moscow that opened in 2015, the new location has its own decor but shares the others’ spirit. They’re all the brainchildren of the brand’s founder.
Whereas the Palais-Royal shop is like a bedecked jewelry box, with a warren of hidden rooms, checkerboard marble floors, ornamental molding and a central winding, metal staircase, the Saint-Honoré shop has more of a streamlined allure.
It’s dark inside, as is its Paris counterpart, but with a design inspiration that’s a Japan-meets-Morocco mash-up. Walls are coated in black lacquer and long cylindrical spotlights from Japan dangle from the ceiling. Mirrors are round or rectangular, and marble counters come shaped like inverted triangles.
The new Serge Lutens boutique.
Asked about what he envisaged, Lutens, in his signature esoteric poetic-speak, told WWD: “Nothing else than what crosses my mind. For the