The fashion house Alaïa is bringing new energy to London’s New Bond Street with an ambitious expansion of its flagship store. The second floor now houses an exceptional bookstore and café, transforming the 6, 000- square-foot (557 m²) space into a sophisticated cultural destination.
Claire de Rouen, a respected figure on London’s literary scene, carefully selects rare and signed volumes for the bookstore. “This bookstore stands as a testament to Alaïa’s deep appreciation for the arts, showcasing a selection that reflects the current interplay between art, fashion, and photography,” explains the brand’s official statement. Visitors will discover precious editions on Louise Bourgeois and works by Nobel laureate Annie Ernaux among the carefully curated collection.
The café space brings celebrated chef Claire Ptak’s Violet Cakes to the fashion world. Known for her exceptional pastries and seasonal offerings, Ptak creates a menu that reflects the sophisticated ambiance of the location. The brand emphasizes the significance of this addition: “This café, much like its counterpart in our Paris boutique, is a place for dialogue and discovery.”
Located at 139 New Bond Street, the space honors the legacy of Azzedine Alaïa through distinctive steel interior elements. The bookstore area evokes the warmth of a private library with dark carpeting and comfortable sofas, creating an intimate atmosphere for browsing and relaxation.
The flagship store, which opened in 2018, is Alaïa‘s first major presence outside of Paris. The full collection spans three floors, offering ready-to-wear, accessories and exclusive pieces, with couture available by appointment.
