Dear Shaded Viewers,

Balenciaga opened a two-story retail space in Hamburg, Germany. The concept was conceived to question the nature of authenticity using elements that simulated corrosion and intentionally rough edges. Concrete and metal surfaces are patinated, walls are unfinished or worn away exposing preexisting layers of raw materials. LED lighting hangs alongside an exposed ventilation system. The staircase is metal. There are grey velvet curtains behind glass that appear to be water damaged. Aluminum tables are stained to simulate outdoor metal fixtures.

The floor is made of aged cement resembling a construction site. Polished, under lit shelving, floor-to-ceiling mirrors, and digital screens with up-to-date Balenciaga content punctuate the vacated effect with modernity.

An installation features the Balenciaga Bench by Tejo Remy for Droog Design using vintage and deadstock Balenciaga fabric to create functional seating which is part of Balenciaga’s ongoing Art in Stores project,


Neuer Wall 20

20354 Hamburg





Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.