On 16th April, the Voile Blanche Society officially opened the doors to its first shop, located at 9 Rue du Dragon di Saint-German-des-Prés, in the heart of one of the most fashionable neighbourhoods in Paris.

Conceived in collaboration with a communication and design studio in Milan, the store is reminiscent of the traditional shops once found in neighbourhoods throughout Italy, reinterpreted in a modern and contemporary style. The large display window embraces and, at the same time, reveals the luminous interior space: shades of blue and cement, matt surfaces and ceramic tiles take us back in time, recalling the beauty and craftsmanship of what once was.

The use of wood displays, conceived and designed as if they were a contemporary art installation, allow the sneakers to “float”, highlighting their lightness, vibrant colours and use of high-quality materials. In addition to shoes, the shop also sells design elements and accessories whose every detail has been conceived and designed to be distinct and unique.

The ambience is, however, informal and customers are free to explore, browse and touch the different product lines on display.

A new approach to interpreting, experiencing and purchasing shoes

The term “Society” symbolises a showcase for creativity and harmony in which ideas come together to create connections and feelings, to inspire society in its search for beauty, a pure expression of the codes and values of contemporary luxury.