The decoration shop that is a hit in France is finally coming to Brussels


How do you define your style?
Above all, I hope it is warm and accessible. It is obviously timeless, characterized by the elegance of details, matte and glossy effects, and the choice of noble and natural materials. It is easy to live with and creates a sense of well-being at home. It is a contemporary and modern spirit that favors the work of colors with subtle harmonies. I’m also very interested in light… Over the years, I’ve gradually built a global lifestyle. This complete art of life opened up and I supplemented it with fashion and ready-to-wear, accessories, leather goods, but also cosmetics, for example a line of nail polishes. However, the DNA of Maison Sarah Lavoine remains the decoration and color that is the common thread of my universe and gives it all its coherence. This work is fueled by my travels and my research, which allow me to discover fabulous artisans and know-how around the world, ceramics in Morocco, embroidery in India, lacquer in Vietnam… but also in Brittany to the collection Singular.

What are the characteristics of a fashion collection?
The idea to create it arose during the layout of the Parisian boutique Place des Victoires, which we designed as a house with a dressing room. We were looking for clothes to fill it with and in the end I decided to design it myself because I couldn’t find what I wanted anywhere else. My palette of tones can be found on clothing, leather goods… The pieces are designed as essential basics, the new timeless classics, essential in today’s wardrobe. I wanted to present well-cut clothes that will last us a long time and that we can combine with more trendy pieces. Women often struggle to find these essentials in ready-to-wear collections in general: the right comfortable sweater, the perfect black jacket, tailored tuxedo pants, a timeless bag, sneakers that go with everything, a great shirt … I choose beautiful materials: cashmere, linen, organic cotton… It’s not fashion, but anti-fashion!

Sarah Poniatowski combines graphic shapes and colors. Photo: © Francis Amiand

Why did you choose Brussels to export your brand?
The desire to create a new business in Brussels is not recent, but sometimes things take time. In Aix-en-Provence, for example, it took three years to find a suitable space. I already had a dealer in Brussels and the choice of Belgium is quite logical and strategic for me as a country neighboring France, like Switzerland. It took me two years to find the right place in a neighborhood that includes other good addresses for home, design and decoration, Scènes deménage, Society Limonta, Jules Wabbes, Lucia Esteves, Spazio Nobile and others. Maison Sarah Lavoine is located in the French Quarter, but Brussels is also a European capital and an international city. Belgium has a strong sensitivity to interior architecture. And I also want to address the Belgian public.

Discover the “STAR” method for a tidy interior in the video:

Do you think he likes colors?
The palette of Belgian and especially Flemish interiors is rather neutral with natural materials. In the Brussels store, I decided to highlight the furniture and objects in black and white, which accentuate the beige and gray colors, such as the bluish color of the Hainaut stone. I calm a lot of natural materials, marble, linen, velvet, zellige tiles in enameled clay, terracotta, handmade objects that acquire a patina over time, improving with age like a good wine. This authentic spirit is very present in Belgian interiors. Today, Maison Sarah Lavoine offers more than 800 references, so the choice is wide to find the best options and combinations. Latest Collection, Timeless, is presented in Brussels, but the collection Single numbers remains exclusive to the Paris gallery, rue du Bac.

Another project in Brussels?
Yes. With the architecture agency Origin, who is leading the restoration project, I am currently working on the renovation of the Hotel Marnix, which consists of a listed building and a contemporary building, two units that enter into a dialogue. The place is really spectacular! Everything has been custom designed to suit this exceptional environment. Rooms, restaurant or lobby, we must respect the soul of the place, reintroduce the spirit of the documents of the time. Ideas revolve around old elements. The hotel is scheduled to open in 2024. As a sales manager and art director, I also work closely with the 25 interior designers who make up my team and to whom I pass on my aesthetic values. They allow me to delegate and manage multiple projects simultaneously. Together we are stronger!

Address? 8 place Brugmann, 1050 Ixelles, maisonarahlavoine.com

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