Maison Margiela has reopened its London flagship store at 22 Bruton Street with a new store concept developed by Studio Anne Holtrop that reflects the evolving visual language established by creative director John Galliano at the company. The Dutch architect's vision was introduced for the first time in plaster models for Artisanal's Autumn/winter 2018 exhibition, as an antithesis and interpretation of Maison's iconoclastic norms in interior design. The store rooted an abstract and appealing environment in the inappropriate concept of "appropriation".

The 190-square-meter retail space showcases Maison Margiela's co-ed collection, men's and women's ready-to-wear, accessories, shoes, small leather goods, as well as the complete collection of jewelry, eyewear and perfume. In the Bruton Street store, the typical structure of the building is walls and columns, which make people look like independent objects. Handmade furniture reflects and changes familiar ideas. Familiar shapes tilt in form, they tilt and fold around the boundaries of space, borrowing from Maison Margiela's vocabulary, and the idea of dressing hurriedly. The plaster wall and column surfaces were hand-cast with textile molds respectively, preserving the memory of fabric texture, sculpted indentations, and evoking the concept of unrepeatable hand-spun touch.

The shop encourages the creation of a human touch. The wall's humble interior remains in the shadow of its natural stucco, and the structure reflects the anonymous practice of the lining, a residential term used to reveal the traditionally hidden interior of the garment, and reveal the inner workings. The natural tones of the plaster further echo Maison Margiela's signature white. The ceiling and walls of the fitting rooms and most of the store's personal backrooms, there are many layers of dark green hand-brushed paint filled with gloss, creating a highlight echoing across the Japanese lacquer cabinet, thereby conveying its emotional charm and its sense of attraction and familiarity.