Miu Miu presented Croisiere 2018 with new iteration of the Miu Miu Club in Paris

MILAN, Italy, 2017-Jul-05 — /EPR Retail News/ — Continuing a tradition established in celebration of their Croisiere collections, Miu Miu presented Croisiere 2018 with a new iteration of the Miu Miu Club in Paris on July 2nd, 2017 at 9pm. The club opened with a performance by self-described “fetish rapper” Tommy Genesis, followed by a fashion show set to a soundtrack by Frederic Sanchez. The night continued with an informal dinner by chef Chicco Cerea of Da Vittorio and DJ sets by Siobhan Bell, Valentine Fillol-Cordier, and Slick Woods.

The location was the Parisian seat of the historical Automobile Club de France—the world’s first automobile club—reinterpreted by AMO. Originally founded in 1895, the club was moved several years later from a location near the Paris Opera to an august site on the Place de la Concorde originally designed by the preeminent Ange-Jacques Gabriel for King Louis XV and reimagined by Gustave Rives, a French architect known for his “opulent eclecticism.”  “L’Auto” comprises spaces for recreation, education, entertainment, grooming, drinking, and dining. Most notably, though, the club played an important role in the development of the automobile. In 1906, for instance, l’Auto organized the races that evolved into Formula One.

For Miu Miu Club 2017, the space was customized for innovation over incubation. AMO transformed the library into a car-themed lounge that reconciles the progressive spirit of the club with the grandeur of the late Rococo. Classic boiserie contrasted with hot pink carpet installed for the fashion show; 19th-century ornamentation set off metal tables inspired by the details of classic cars. The dining rooms were restituted to their original pomp with Louis Quinze furniture and brocade-embellished hallways that added new luster to the extant gilded decorations. For the presentation of the collection, the models, illuminated by theatrical follow spots, traced a graphic circuit that linked the stage and the lounge. True to the Miu Miu tradition, glittering young stars composed individual scenes, collaging sounds and styles over an atmosphere rich with creative history, while guests frequented the bar, dining room, and spectacular terrace that overlooked the luminous city.

Guests included Elle Fanning, Emma Greenwell, Gwendoline Christie, Milla Jovovich, Millie Brady, Stacy Martin, Teresa Palmer, Anna Brewster, Alexa Chung, Aymeline Valade, Chiara Ferragni, Doutzen Kroes, Elena Perminova, Josephine de la Baume, Lauren Santo Domingo, Leaf Greener, Mariana Ximenes, Natasha Goldenberg, Sofia Sanchez de Betak, Tina Leung, Veronika Heilbrunner.



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Source: Prada Group

Miu Miu unveils new kind of private club in Paris

Milano, Italy, 2016-Jul-11 — /EPR Retail News/ — On July 3rd, 2016 Miu Miu will unveil a new kind of private club in Paris. Transforming an historic location into a contemporary salon of the imagination, the miumiu-club Paris will bring a new sense of occasion to Paris Couture Week, for one night only.

Miu Miu will reinterpret and revive the ornate private residence of Hotel de la Paiva on the Champs-Elysees into clubrooms including a cinema, restaurant and show house for a presentation of its Croisiere Collection. Mixing histories, layers of cultural meaning and Miu Miu’s underlying spirit of female empowerment, the-miumiu-club Paris will deceive the senses in a merging of the new collection with new encounters.

Members will be able to view, for the first time, the new Autumn/Winter 2016 campaign and video; sample cuisine by Margot Henderson; listen to a renowned string quartet, Dirty Pretty Strings, and DJ sets by Paul Simonon, Plastiscines, Kate Moss and Katie Grand; watch a showcase of all eleven of the auteur series Miu Miu Women’s Tales and experience the Croisiere collection up close.

The building’s history is an ironic and colorful backdrop for a club celebrating the many facets of the Miu Miu woman. It was built in the mid-1800s, commissioned by the infamous courtesan Esther Lachmann (known as La Paiva) for her private residence. Legend has it La Paiva was once pushed out of a cab by a customer into the Champs-Elysees, and vowed she would one day build a house there.

The exquisite rooms of Hotel de la Paiva radiate with extraordinary details. It is famed for its painted ceiling of Day chasing Night away by Paul Baudry (the painter responsible for the ceilings in the Grand Foyer of the Opera Garnier) and its magnificent staircase, carved from Algerian yellow onyx. A Napoleon III style bathtub also in yellow onyx has taps set with precious stones. La Paiva is said to have taken baths of milk, lime-blossom, and even champagne in it.

La Paiva held some of the most tantalizing and decadent soirees of the age in the lavish mansion. Her circle included members of the literary, artistic, political and intellectual elite, including Gustave Flaubert and Emile Zola. Since 1904, Hotel de la Paiva has been home to the Travellers Club, a gentlemen’s club (10 years ago women began to be admitted), partial to travel and backgammon.

the-miumiu-club Paris is an evolution of exclusive Miu Miu Clubs held in London, Shanghai, LA, and Macau. the-miumiu-london, held for three days at the Cafe Royal in 2012, was a new kind of members club, celebrating the many facets of the Miu Miu woman. In 2011 Miu Miu took over the iconic Park Hyatt Hotel in Shanghai with a 1940s-themed multi-sensory experience. That same year Miu Miu flew to LA, where a film noir cinema club was created for the premiere of Muta – the second of the Miu Miu Women’s Tales. Lancaster House, an extraordinary private palace in London, was transformed into a temporary Miu Miu dining club in 2010. At Miu Miu’s club on the Peninsula of Macau in 2008, guests experienced a fashion show, dinner and Crazy Horse cabaret performance.

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Source: Prada Group