Balenciaga has just opened its newest retail location with an area of ​​540 square meters in Hamburg.

In keeping with the brand’s experiential “Raw Architecture” concept (recently seen at the brand’s Miami Design District store), the new location appears to represent a renewed focus on design for Balenciaga, shifting priorities toward architecture and craftsmanship. The store represents a reassessment of luxury retail and is designed to complement and enhance the existing structures that surround it, rather than the other way around.

Spread over two floors, the Hamburg location features pristine concrete and metal surfaces, unfinished and worn walls, finely balanced LED lighting and metal staircases. Products are simply divided into women’s and men’s ready-to-wear, with no distinct areas or seasonal displays, perhaps symbolizing a more timeless future.

Taking cues from the visual identity of construction sites and outdoor metal fixtures, the store features an exposed ventilation system, seemingly water-damaged velvet curtains and clinical aluminum tables paired with aged cement floors. Adding a touch of vibrancy to the warehouse-like space, the store also features digital screens, floor-to-ceiling mirrors and bottom-lit shelving.

Complementing the design is a unique installation on the ground floor, showcasing Tejo Remy’s Balenciaga bench for Droog Design. Remy’s work uses vintage and leftover Balenciaga fabrics, creating a functional seating area that aligns with the brand’s ongoing ‘Art in Stores’ project.

Check out the new location above.

In other retail news, Aries has just opened its first London store in Soho.