Since 1999, the iconic fashion brand has occupied two floors of an early 20th-century building with an ornate façade, and it reopens this week after being revamped by Patrick Robyn, the longtime life partner of Demeulemeester. Mind you, the fashion designer herself remains very much remains connected to the brand she founded, but as an advisor, while also deploying design activities elsewhere. The renewed shop sees a refreshed version of the former setting, but in an even more overt black and white colour scheme as before, and it’s one that’s very compatible with Ann Demeulemeester‘s distinct style. The parquet flooring on the lofty ground floor now dons a pitch black hue, making the custom furnishings, all in pristine white, effortlessly pop.
On one side, a large glass cabinet lines the large arched windows, presenting a curated range of lifestyle goods, while directly opposite, apparel and shoes are presented against a backdrop of white panelling. One of the back rooms leads to a light-filled patio with verdant green, offering shoppers a tranquil spot to ponder over the next trophy purchase. An existing staircase leads to the more intimate upper floor which boasts a visually more spectacular setting anchored by a curved display and other furnishings which allude to the interplay of round and square shapes. The renewed Ann Demeulemeester store carries the brand’s full range of men’s and women’s apparel, footwear, accessories and jewellery, but as said, also a curated range of lifestyle items. Should the relaunch of the brand be successful, additional boutiques are to be opened in the fashion capitals of Paris and Milan in the near future.