Last year, Saint Laurent’s Sloane Street location became the first to unveil Hedi Slimane’s new store concept. Now we’re being treated afresh, the Old Bond Street space aligning to Slimane’s architectural sharpness – via its own individual appeal.

Creative clarity in-line with a brand’s essence is something practiced regularly by those who know what they’re on about. Hedi Slimane’s vision typifies this in Saint Laurent stores globally, every one specific to its space and city location. Like with this latest revamp, a craftsmanship-dedicated process that took a total of seven months to complete. A decent length of time as far as refurbishing goes – and as with anything good, the patient are rewarded.

‘Noir soie’ and ‘blanc statuaire’ marble encase the store opposing the conventionality of concrete. Scrupulousness is the key word here, with French-Art Deco nuances and philosophical notions held by the Union des Artistes Modernes (UAM) – or the French Union of Modern Artists – fused to cast Slimane’s concept.

But this creativity does not stand alone without mathematical precision, supporting the strict linearity created by adjacently placed mirrors, extra-clear glass (yes, absolutely) and strip lighting. Brand identity, exacted at ground level. Now go feel it for yourself. 

Saint Laurent store is now open, 32-33 Old Bond Street, London W1s 4AA