NOSTALGIA FOR THE 2000S IS TAKING OVER THE INTERNET. AND THIS BALENCIAGA STORE, TOO
Photo Courtesy of Balenciaga
21 apr 2022, for frame
Location
12 Mount St, London W1K 2RD, UK
Design, Brand
Noughties maximalism is alive and well at the fashion brand’s faux fur-clad Le Cagole pop-up at its London Mount Street Store.
Key features
Just a few weeks after Balenciaga unveiled its posh New Bond Street location, it has revamped another one of its London stores. This time, though, the retail setting is characterized not by minimalistic features but bright pink faux fur. The floors, shelving, displays, seating and even the ceiling’s suspended frames are covered in the larger-than-life material. The pop-up was created to celebrate the brand’s Le Cagole collection. Two types of retail fixtures –open-plan kiosks and outdoor advertising – are set up. The pink fur-lined boxes, with incorporated white LED lights, expose the iconic bag which inspired the accessories line.
Frame's take
Taking its name from the French slang term that refers to an over-the-top attitude, the Le Cagole line includes multiple bags, wallets and shoe styles. It reinvents the era of former creative director Nicolas Ghesquière, defined by biker details like studs, hardware and tassels. The new monochrome, mono-material Le Cagole spaces totally contrast Balenciaga’s most recent spaces, giving the message of the product's post-modernistic essence. From Bangkok to the City of Angels, Balenciaga will host the maximalist pink pop-ups where rock 'n' roll meets Paris Hilton. Customers can customize their purchases with foil-stamped or crystal-studded initials. The pink fluff provides an impeccable, 2000s-inspired setting for TikTok videos and Instagram selfies.