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Kenzo’s Rue de Rennes boutique Paris
PARIS — Kenzo’s Rue de Rennes boutique here quietly reopened in late March after getting a revamp from the brand’s new designers, Humberto Leon and Carol Lim.

“We wanted to create a new environment for the brand and use the energy created by Humberto and Carol as a springboard,” said Kenzo chief executive officer Eric Maréchalle, who joined the company in January 2011 with the task of giving it a new lease on life.

Maréchalle described the decor as “cool, chic and fun,” with colorful aluminium frames, sail-cloth partitions and marble-print carpets that evoke the design duo’s Californian roots.

The store is somewhat of a test for the brand, and Maréchalle wants to try out the concept and get customer feedback before making any decisions about further moves, he said. “We want to create new elements to build on.”

The ground floor of the 2,450-square-foot store is showcasing the spring 2012 collection designed by Leon and Lim, their first for the brand.

It also houses a book shop selling art books and vintage lifestyle magazines, in reference to the boutique’s Latin Quarter setting.

The second floor has a dedicated accessories department and is currently offering the brand’s other women’s wear collections, but will be switched over to accommodate Leon and Lim’s first men’s wear items for Kenzo in July.

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