+ CREATIVES +
Présente deux créateurs de la FALL-WINTER 2011
dans la vidéo " BLUEBELL "

Remerciements
Basil Soda

Armani Privé

Le pouvoir absolu de la séduction
puissante , sensuelle et magnétique
Volupté d 'une ivresse évanescente pour célébrer le retour aux sources, les matières primaires, l'essence même de la pureté...
Après la femme Bleue ARMANI... la femme Céleste.

Starring by Ines Rau

Directed by Ludovic Andral

Art Direction & Produced by Ornella Jong

Make-up Mayumi Oda

Hair stylist : Yann D'amour-Fleurry

THE OPIUM EXPERIENCE BY YSL -
THE ST SULPICE STORE
By Miles Socha

The official word: The historic Saint Sulpice store, on the Left Bank, inspiration for Saint Laurent’s original Rive Gauche line of luxury ready-to-wear, which first opened its doors in 1979, has been remodeled with a new interpretation by Pilati, in consultation with the architects Moatti + Rivière.

The concept is taken from the YSL perfume, Opium, and includes shiny lacquered surfaces, polished brass and stone and parquet flooring.

“I call it the opium experience,” Stefano Pilati said of Yves Saint Laurent’s striking new-look boutique here at St. Sulpice, with ceilings and wall panels in glossy lacquer the color of the French brand’s legendary perfume bottle and packaging.

A custom scent wafting from candles aside, Pilati’s hope is that the store design — to be unveiled to the industry tonight at the start of Paris Fashion Week — is iconic enough to be recognizable without any logo.

“I wanted to do something that was timeless -It has to go beyond my era at Saint Laurent: contemporary, but effective, and with a strong identity.” Airy and bright because of pale stone walls, the liquid-look lacquer and accents of polished brass, the boutique is worlds apart from the mostly black, rough-hewn interiors that were in place in 2004 when Pilati took over the design helm from Tom Ford. “[This] fits more with my designing,” said Pilati, dressed in shades of cream and light gray. “In general, I’m more bright and open in terms of mood.” He described the environment as luxurious and modern, but also “familiar, warm and personal.”
The dramatic concept will eventually arrive at the other 61 stores in YSL’s global network as the brand capitalizes on strong sales momentum. Fourth-quarter revenues gained 20 percent at constant exchange rates.

St. Sulpice has been home to a YSL boutique since 1979, and Pilati stripped out the warren of rooms and internal walls to expose stone arches and give the store an open feel. Customers alight upon a large selling area showcasing rtw, handbags and accessories, with a shoe salon and cash wrap in a second room off to the left. A glass and stone staircase leads to the second level, a larger showcase for rtw. Upstairs, Pilati had interior walls removed to give views of the square.
“I love to see the clothes against the city,” he said. “I don’t want the store to be the star. I want the clothing to be the star, but I want [the store] to be identifiable.”

Pilati said he would likely keep the stone walls — “it’s a very French identity,” he noted — but the scale of lacquer panels, for example, would be adapted to each unit. The material, he said, “gives a liquid effect to the store.” And, placed behind racks, they resemble minimalist canvases.
Working with architectural firm Moatti & Rivière, Pilati opted for a mix of industrial and luxurious materials, from Baccarat crystal light fixtures to synthetic concrete floors in a typical French parquet pattern. The store also has an environmentally friendly bent in the use of ductal concrete (which uses less water and energy to produce) and efficient lighting.