As part of creative director Hedi Slimane’s dramatic new vision for Celine, the fashion house is opening a string of stores around the world with interiors conceived by the designer himself.

The rollout began last month with the opening of the brand’s 5,000 square foot flagship on Madison Avenue in New York and now includes Paris and Tokyo. It is set to expand to Los Angeles, London, Milan, Shanghai and Beijing over the course of the year.

The stores will showcase the designer’s distinct aesthetic, blending natural stone, graphic marble, polished steel mirror and concrete with specially commissioned art installations. New York’s store features stone cubes by British artist James Balmouth while the Tokyo space centres around a dramatic sculpture of dripping golden scales created by Elaine Cameron Weir.

The expansion is part of the new retail strategy spearheaded by Slimane, who has widened the Celine offering to include menswear for the first time. Speaking to WWD, Celine CEO Séverine Merle said, ‘Celine has a great distribution network and high-quality visibility but no large stores. We need to open flagships in major cities, larger stores that can accommodate menswear and newly expanded women’s collections.’

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