The Balenciaga brand, belonging to the Kering group, returns to the Avenue George V in Paris, distributing on six levels studios and offices for Couture, between numbers 10 and 12. 

This expansion, celebrated by a maxi plaque on the facade of the building, marks a significant return to the historic headquarters, where Cristóbal Balenciaga founded the maison in 1937. 

The design of the new spaces, previewed to the guests of the FW 23-24 show, held on July 5, will feature high-tech implementations and modern architectural touches, such as dark and smoky glass partitions. The rooms, with sober and neutral shades, will host the creative director Demna and his team, and should be ready between the end of 2023 and the beginning of 2024. 

It is in this location that the Georgian designer honored the Spanish designer in 2021, presenting the first Haute Couture collection since 1968, while the boutique that Balenciaga used for perfumes and accessories has now become the Couture Store, where customers can live an exclusive retail experience.

The location, fulcrum of the history of the Spanish brand so as to inspire the name of the first fragrance signed Balenciaga, "Le Dix", was chosen during the work for the shots of the advertising campaign for the winter 2023, photographed by Tyler Mitchell. Among the faces of the campaign are Isabelle Huppert and the Italian model Vittoria Ceretti.

This is for Balenciaga a return home that brings together past and present, through a renovation and expansion aimed at enhancing the architectural history of the building, a sign of a real return to the origins, projecting towards a future evolution.