The four monumental glass tubes that dominate the main floor are subtly tinted rose, and the cement floor ultimately yields to pale pink carpeting reminiscent of a blush compact, upon which are placed sensuously swollen armchairs and sofas. The 5,400sq ft (490m2) unit includes a reading area and a café operated by Italian hospitality group Sant Ambroeus. The complete renovation of the building took almost three years. Carefully calibrated lighting, and a circuit of intimate spaces — each of the glass tubes houses a product category — blunts the starkness of the steel shelves, the minimal clothing rails and a Ron Arad table curved like a scythe blade. The brand plans to inaugurate the new Faubourg Saint Honoré store during couture week with a cocktail and an intimate dinner party curated by We Are Ona and Sant Ambroeus. The unit is the brand’s third freestanding location in Paris, a key market for the brand with its mix of stylish locals and a steady flow of tourists and professionals from various creative industries. The new boutique will showcase the brand’s pre-spring collection, dubbed Archetypes chez Alaïa, along with some exceptional and exclusive ready-to-wear pieces and accessories.