Buy Buy Baby!

Department store chains and fast fashion labels have had their day! How the industry is reacting to the upheaval in the sector with new store concepts - three game-changers from the retail sector reveal how the market is changing.

Even if there are already some imitators, your concept is very special and unique - which target group do you want to address?

Our first target group was our friends and their friends, the Parisian people with elegance looking for an attractive quality for the value proposition. Our clients do not see wearing brands as a social statement anymore and do not want to spend a huge amount of money on clothes.

How is the product range composed - what are the selection criteria and what aesthetics does the “Society Room” stand for?

We offer tailor-made pieces for Men and Women, suits, and shirts. Our style combines the elegance of the English style with the suppleness of the Italian style. For the ready-to-wear, we adapt the men’s wardrobe for women, using men’s fabric. Aviator jacket, jumpsuit, military jacket,.... are revisited and adapted to the female silhouette.

What role does art play - is it more of a compliment, or do you compete with galleries?

Our art proposition is all about meeting people and artists. The art that we expose is always created by friends, and we do not want to compete with art galleries, as we are not art professionals.

Can you tell us how a shopping experience in the “Society Room” looks like?

Our shopping experience is all about putting the human back in the heart of the experience. We receive our clients only on appointment, and we try to offer an exclusive and privileged moment at “Society Room”.

UVisiting friends - this is the feeling that investor Fabrice Pinchart-Deny and tailor Yvan Benbanaste want to convey to their clients.

HOME VISIT

You can only shop in the cozy premises of the Parisian concept store by appointment. In the apartment store “Society Room” designed by investor Fabrice Pinchart-Deny and his companion, designer Yvan Benbanaste, everything is available - from furniture and fashion to the pictures on the walls.

Is this kind of shopping an answer to the demand for more sustainability and awareness in our consumer society?

Of course, we are part of the slow fashion industry which is trying to have a sustainable impact on the way people consume. Our products are made to last several years, and we offer a reparation service for used clothes. All our suppliers are from Europe and have a quality certification which makes it possible to trace their products. Finally, we produce our ready-to-wear in Paris to limit the carbon impact of our production. Our clients are getting more and more concerned with these issues.

How should people feel after a visit?

We want our clients to enjoy their time at the “Society Room” and have an exclusive and unique shopping experience.

People also want to see themselves as a place for cultural exchange - how do you promote this aspect?

The “Society Room” is all about experiences and networks. We organize social events such as lunches, dinners, events where people are invited to discover the Society Room and meet other people from all backgrounds. These events are often around themes such as theater, movies, and so on.

Photos: Society Room