We have reached the end of a long journey where lies the gates to blissful FIERCE paradise... (image source) |
The successful opening of a flagship store, not only in Paris, but on the famed Champs-Élysées on top of that, is a mark of high respect to any brand in fashion retail...Abercrombie & Fitch is a brand that truly commands respect....Needless to say, May 19 is a landmark in the history of Abercrombie & Fitch...and the journey began four years ago...
Encouraged to pursue European expansion, on account of success of A&F London, the Company had Paris in sight as an absolute must for an A&F flagship. With no time to waste, it went in pursuit of the perfect spot. To Abercrombie & Fitch, acquiring locations that encompass architectural integrity is key to its expansion plans. Its top priority is to house its international stores within structures that boast world-renown addresses, commanding respect within their cultural spheres and also attention on an international scale. For the future flagship in Paris (a city jammed with more globally renown shopping streets than any other), only one fit the bill...
A&F Paris in circled in white on the upper left corner; Avenue Montaigne, lined with luxury shops is a walk away; the Grand Palais is on the lower right corner. Image from Google Earth, copyrighted, and used here only for illustrative purposes. (image source) |
The hottest brand on the planet opening one of its FIERCE shopping meccas in Paris - the capital of fashion, sex, and lights! Very exciting, but the Company actually didn't boast about it and remained rather quiet on the matter. Word got out nevertheless and spread far and wide; the anticipation began steaming up for sure by 2009. OhLaLa was among the first to post about it in April 2008 and included financial figures: €2.2 million as down payment with a €3.3 million ($4.5 million USD) monthly lease. Champs-Élysées has the highest rates in real estate, so this is of no surprise. What is more notable: A&F will pay three times more than the previous tenant of no.23, Thai Airways.
Hôtel de la Païva seen on the right (or adjacent left) of A&F Paris. (image source) |
Structural renovations on no.23 began in summer 2008 with Selldorf Architects (exclusive designer of every A&F flagship for over half-a-decade), and the renovations were even called "drastic ones!" A massive construction wall covered the entire facade from public view. The only thing that was obviously known, as with other historic buildings housing its flagships, is that A&F would be preserving the quality and significant architectural aspects (that which gives character and meaning to the structure inside and out) while implementing Abercrombie iconography. Still, there was no telling when the flagship would actually open. Naturally, the anticipation (l'impatience!) escaladed even more with the mystery of the date, and it remained in the minds of all the excited French fans!
The hot banner announcing the opening date. |
When the day came ever nearer, spokesman Eric Cerny, told the Columbus Business First, "Our flagships are a very elevated shopping experience." And indeed, the Company took many, many measures to assure the opening of a flagship worthy of Abercrombie & Fitch and Paris - to live up to that expectation. Promotional day for the opening finally arrived on May 12 as 101 of the hottest A&F male models (flown in from A&F's flagship locations around the world) lined the front of the flagship, making everyone's day even hotter than it already was. If the flagship was not on everyone's minds before, it most definitely was now!
On May 19, the journey came to a magnificent end as the grand gates (guarded by gorgeous models) swung open to Abercrombie & Fitch in Paris. Everything (the costs, wait, anticipation - everything!) was completely worth it. At the end of that long path now awaits one of the most exciting A&F locations on the entire planet...Your beautiful A&F flip-flops must be worn out by now after the long walk, but you made it...enter FIERCE paradise, where chiseled angels await you with open arms...new flip-flops and much more await...