Changes in the Air
The Avenue Montaigne boasts the world’s most prestigious names, clinic so it isn’t always easy for newcomers to find their place here. But the Avenue Montaigne is in constant motion. The proof, just observe the rhythm of renovations of established boutiques or note the newcomers’ names, all in total harmony with the reigning elite. In recent months there have been some important moves. But rest assured, no one moves too far away! Fendi, a “must” in the realm of Italian-style luxury and elegance, chose to take up residence on Avenue Montaigne, at number 22. Its new location, with a very special décor, is scheduled to open in late November. Jil Sander has moved from number 52 to number 56, where a boutique of 450 square meters on two levels now welcomes clients. And Dolce & Gabbana exchanged its initial location for a new address, number 54. Bonpoint, the fashion label for children, also migrated and multiplied its space, moving from number 12 to 49 on the Avenue. A similar evolution for Porthault, the star of table linens nearing its hundredth anniversary: it was located at number 18, and now occupies number 50, in a lovely space on two levels.
From Gucci to Georges Rech
Between 2005 and 2006, Bottega Veneta took up residence at number 41, and Gucci christened new quarters at number 60 in a privileged site near the Rond-Pont des Champs-Élysées. At around the same time, Jimmy Choo, the genius of shoes and sandals, came to number 34, and the Montaigne Market, an original multi-store planned by the Swiss designer Johannes Zingerle, found a place at number 57. At number 44, architect Sophie Hicks, designed the new Chloé boutique opened just before Christmas 2005. And in a totally different style, Chrome Hearts, a Californian trademark artfully presents a certain gothic look at number 18. In line with the renovation of its trademark, Georges Rech has also opened a space at 2 Avenue Montaigne.
The Italian Furia
The year 2007 is proving particularly eventful for Italian firms. In January, it was the inimitable Giorgio Armani’s turn to make big news with a move to number 18 Avenue Montaigne, taking up spacious quarters (400 square meters) with a handsome glass elevator located across from the Plaza Athénée. With its other address, Giorgio Armani Privé at number 2 Avenue Montaigne, the designer has carefully prepared his Haute Couture showroom, closely following the plans of the Silvestrin architectural firm. Roberto Cavalli, another transalpine at the height of his art, chose the summer of 2007 to inaugurate his new space at number 53 (replacing Calvin Klein), which will be followed by another Parisian address on the rue Saint Honoré, scheduled for 2008. And the French dictum “ jamais deux sans trois” (never two without three) sometimes holds true, since a third Italian trademark, Blumarine, has just joined its two newly installed countrymen at number 56.