Balenciaga returns to the historic headquarters on Avenue George V

In a tribute to its history and to its founder, Balenciaga has chosen to return to Avenue George V in Paris. Located in the heart of French fashion excellence, the firm is embarking on a significant expansion which will include existing salons, ateliers, and offices for couture and creative functions, spread between addresses 10 and 12 over six levels. The link between Balenciaga and Avenue George V dates back to 1937 when Cristóbal Balenciaga himself established his Parisian ateliers there. For over three decades, he worked tirelessly, tailoring garments for clients, presenting collections and even maintaining an apartment until he retired in 1968. Such was the profound impact of this location on the designer's life that he decided to name his first fragrance "Le Dix", after this place.

Also there, in 2021, artistic director Demna Gvasalia presented Balenciaga's first Couture collection since 1968 while the store that Balenciaga once used as a boutique for perfumes and accessories was transformed into the Couture Store. An exclusive retail experience that offers customers the opportunity to discover the uniqueness of Couture creations, carrying on the legacy of innovation and creativity established by the founder of the brand. Throughout the entire renovation and expansion process, Balenciaga has remained devoted to honoring the building's architectural history. The original Couture salons were designed by Albert Le Voisvenel in 1887 and decorated by Christos Bellos under the direction of Balenciaga. The interior design, with its sober and neutral tones, has been specifically chosen to allow the collections to be protagonists without distractions.

In 2021, when the Couture salons reopened, the original 1937 white stucco arabesques and light gray carpets were faithfully recreated. While historical aspects have been carefully preserved, the newly reopened spaces also feature high-tech updates and modern touches, such as dark and smoked glass partitions that artfully combine Balenciaga's past, present and future, creating an atmosphere where the brand's evolution thrives in harmony. As a symbol of its return to its roots and commitment to preserving fashion history, Balenciaga has placed a plaque on the facade, a gesture that represents not only a tribute to the brand's past but also an expression of its dedication to shaping a vibrant future.