Balmain Debuts VR Concept

New store is the brand’s second in Europe
Posted April 16, 2018

Balmain (Paris) will be launching a new store concept this week that offers shoppers a peek into the inspiration behind the fashion house’s designs by way of virtual reality.

The flagship store, located on Milan’s trendy Via Montenapoleone, spans two floors and 3024 square feet, and marks the brand’s first Italian outpost, and is only the second in Europe. It will carry women’s fashions and accessories. Released details of the store’s virtual reality experience, dubbed My City of Lights, have been vague, but the company has said that it plans to take the show on the road after its first few weeks at the store in Milan.

The Milan store’s debut coincides with one of the world’s largest design shows, Salone del Mobile, something its executives planned to give “immediate visibility” to the store and help drive sales, said its CEO Massimo Piombini to Women’s Wear Daily.