Maison Martin Margiela's X Factor... Paul Smith's Home in Mayfair...

Leave it to Maison Martin Margiela to take a subversive approach to the conception of its soon-to-be-launched e-boutique.

PAUL SMITH’S HOME IN MAYFAIR: Paul Smith liked staying at Claridge’s hotel in London so much, he’s opened a shop right in the building. On Thursday, Smith unveiled a bijou women’s wear boutique in one of the shop units housed in Claridge’s on Brook Street. The space reflects the hotel’s Art Deco design, with pink-and-white candy-striped wallpaper, pale oak parquet floors and delicate Murano glass chandeliers, which date from the Thirties.

“It’s such a beautiful hotel,” said Smith. “I have held a number of my catwalk shows in the ballroom there and I always stay there with my family on New Year’s Eve…with this in mind, I decided it would be wonderful to open a shop there.”

The 452-square-foot space carries Smith’s women’s ready-to-wear and accessories, along with jewelry pieces by a number of designers Smith has selected for the store, and men’s gift items such as wallets and watches.

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