French elegance at the heart of London chic
PAULE KA continues its international expansion with the opening of its third London boutique in September. Following the success of its Grafton Street and Sloane Street addresses, the French brand known for its discreetly elegant creations inaugurates a magnificent showcase in the heart of Mayfair, on Mount Street, the epicenter of London chic.
A UNIQUE LOCATION
“I’m delighted to unveil my new PAULE KA showcase today in this part of London, where art, gastronomy and fashion come together in an atmosphere whose elegance and energy have won me over.” These words from Serge Cajfinger, the brand’s president and artistic director, underline the originality and charm of Mount Street, a veritable village in the heart of London chic. A little street in Mayfair, on the edge of Hyde Park, where the finest international references in the art of living and luxury are concentrated.
The opening of this new boutique on Mount Street – a rare privilege in this private alley – underlines the popularity of PAULE KA with English and international customers, for whom it symbolizes French chic and savoir-vivre. More than ten years after their first encounter, the love affair between the brand and London women is as strong as ever…
AN INTIMISTIC AND SOPHISTIC ECRIN
Visit 19 Mount Street, between Scott’s Restaurant and Christian Louboutin, to discover the 160 m2 of this new two-storey space, with its elegant 60’s harmonies designed by Serge Cajfinger.
Once past the listed Victorian façade, you’re immediately taken back to the decorative codes that have been the hallmark of PAULE KA style for almost 25 years. Inspired by Mies van der Rohe’s sublime Barcelona Pavilion, the brand’s artistic director opted for a stunning contrast of white (carrara) and black (marquina) marble, enhanced by the golden leitmotif of brass that frames volumes and emphasizes perspectives. Screens, mirrors, grey velvet partitions, lighting: the space is shaped by symmetries, drawing visitors into a skilfully orchestrated game of trompe-l’œil and combinations. The stroll begins in the reception area, where PAULE KA accessories – bags, glasses, jewelry, shoes – seem to float, as if suspended by magic. We enter this graphic universe where vintage furniture – 60’s Italian chandeliers, signed pedestal tables – and made-to-measure presentation elements interact, before discovering, in perspective, the alcove for the daytime ready-to-wear collections, revealed behind the folds of a beige velvet curtain.
Surprisingly diverse in form, a collection of brass-framed 60’s mirrors invites visitors to take the marble staircase to discover the presentation salons – pink and green – facing each other. Still not very visible in the English capital, the creations of the Black Carpet collection – dressed for the evening – are here magnified by the modernist dazzle of a pistachio-colored case. Scandinavian armchairs, Stil Novo suspension… the decor plays on contrasts, like a wink to the chic and crazy years of Swinging London. This sense of surprise is echoed in the intimate atmosphere of the boudoir with its powder pink walls, where the ready-to-wear models that make the house such a success every year are displayed.
Serge Cajfinger, President and Artistic Director of Maison Paule Ka, welcomed friends and celebrities to an intimate cocktail party to celebrate the opening of the new Paule Ka boutique in the heart of the prestigious Mayfair district, at 19 Mount Street.
C: Richard Davenport
Serge Cajfinger – President and Artistic Director of Paule Ka
Poppy Delevingne – English model and socialite – wears an oversized sweater, basket, leather skirt and Paule Ka pumps
Venetia Scott – English photographer. Has collaborated with the Paule Ka brand for 4 seasons – wears a Paule Ka wool and fox coat
Jade Parfitt – British DJ and model – wears a leather Paule Ka dress
Sonia Sieff – French photographer, daughter of Jean-Loup Sieff – wears a Paule Ka dress
Salomé Stévenin – French actress – wears a Paule Ka “Black Carpet” dress
Andrea Dellal – Brazilian model and socialite
Georgina Brandolini d’Adda – Brazilian “socialite” – wears a Paule Ka pantsuit
Jasmine Guiness – English model and socialite, heiress to the Guinness family – wears a Paule Ka dress and bag.
Sara Brajovic – French model and socialite – wears a Paule Ka dress
Claudia Mason – American model – wears a Paule Ka dress
Chloe Pirrie – English actress, “Best Newcomer Nominee” at the London Film Festival – wears a Paule Ka dress and bolero
Yasmin Mills – English “socialite” – wears a Paule Ka dress and bolero
Serge Cajfinger wanted to take advantage of the opening to highlight the House’s collaboration with photographer Venetia Scott, who has been shooting Paule Ka campaigns for 4 seasons now
Original prints were displayed in the window, like an art gallery.
Cette publication est également disponible en : Français (French)
