New Frederic Malle boutique in New York City

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Niche brand Frédéric Malle has opened a second boutique in New York City (see our shopping report on the existing Malle store here). The new store, at 94 Greenwich Avenue in the West Village, is the first of a projected series of boutiques designed to "showcase the work of top architects in the same way he showcases perfumers".

For each new store, Frédéric will identify an architect with an innate understanding of the space and region. Chosen architects are then given complete control over the store design except for the inclusion of three trademarks of every freestanding Frédéric Malle store: portraits of the perfumers whose works of art Frédéric has published, refrigerated cabinet for storing the fragrances and the smelling chambers for testing the fragrances. Unlike most design ventures, the architect is given carte blanche to design the space of their dreams—just as Frédéric does with the perfumers he works with. This new series of stores begins June 6 at 94 Greenwich Avenue in New York’s West Village as Frédéric’s second New York store, designed by Steven Holl, opens to the public.

On his collaboration process with the architects, Malle says: “My plan to open more free-standing stores around the world allows me to live my childhood dream: ‘publishing’ the work of great architects in the form of Editions de Parfums stores. I will have the same sort of creative relations with architects that I have with perfumers. I will ask them to design their dream shop with no compromise, nor limitation, although this time there will be a budget.”

The newest Editions de Parfums Frédéric Malle store captures the West Village vibe with astounding architectural features: a semicircle shape carries throughout the space and the private back garden, reserved for small gatherings. Holl used aluminum foam, a material produced in Canada that has never been used in the United States before, throughout the interior of the store. The silver, textured foam covers the walls and ceiling contrasted by dark walnut shelving and furniture. The contrast continues between the blue carpeting and iconic red-orange fragrance packaging. Hervé Descottes created an indirect lighting system for the store that changes intensity throughout the day, playing off the natural sunlight.

(via press release)

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13 Comments

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  1. floragal says:

    I really commend Mr. Malle for using the success of his brand to showcase and elevate so many other artists.
    Can’t wait to visit his new shop!

  2. kindcrow says:

    I approve of the “refrigerated cabinet for storing the fragrances.”

    The “aluminum foam, a material produced in Canada that has never been used in the United States before” reminds me of the formula for transparent aluminum that Scotty shared with someone in the 20th century in Star Trek IV (you, know, the one with whales). Hmmm, not in keeping with the Prime Directive at all.

    OK, I’m done with my nerdy ramblings …

    • Robin says:

      Yes, they have those in all the boutiques, even in Barneys. But don’t see where the smelling columns are in this one! And wish we had a picture of the garden out back.

      Gosh, I need to watch those movies again, don’t remember that at all. Watched a couple random episodes of TNG last week though, gosh I miss that show. Had forgotten how absurd some of the acting was.

      • kindcrow says:

        TNG was a great show, but yeah, some of the acting WAS absurd.

        • Robin says:

          Seriously. My son and I were laughing our heads off at some of the scenes with Jonathan Frakes & Marina Sirtis. She knits her brow, he puffs his chest out. They almost shouldn’t have hired Patrick Stewart, he just made everyone else look bad ;-)

  3. yukiej says:

    I just want to say that I love that shelf in the first picture! I wish that was in my imaginary library (at my imaginary house).

  4. Ari says:

    Daisy (coolcookstyle on here) and I stopped by the shop today! I have the answers to a few questions. This location has no scent columns, but they have three rectangles in the wall (visible in your third picture) that contain the same spraying technology inside. The garden is a freaking oasis, and the charm and knowledgeability of Mr. Malle himself cannot be overstated.

    • Robin says:

      Ah, thanks so much — couldn’t figure out where they were. I love the retro-futuristic tubes at Barneys, but I suppose a rectangle in the wall will have to do :-)

  5. akimon says:

    I am in NYC this weekend and I just dropped by the place. It is truly gorgeous looking space. I smelled Eau de Magnolia and had a great conversation with Frederick Malle who just happened to be there, hanging at the bottle bar. I I learnt a great deal about his views on IFRA and was thoroughly charmed. Anyone who is within walking or driving distance of this establishment should pay a visit ASAP.

  6. Omega says:

    Looks like oak barrels to me, not to be a pooper but I think this set up would be better to display wine, not perfume.

    • Omega says:

      Perhaps not by the window though? Not sure if wine is light sensitive, I don’t drink it. But the place looks wine cellar-ish.

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