Inspired by Azzedine Alaïa’s gracious spirit and hospitality, the London flagship now plays host to the famous Violet Cakes and Claire de Rouen

When Azzedine Alaïa passed on in 2017, he was 82 and deeply missed by those who knew and loved him—not just by those who wore his clothes, but those who were familiar with his hospitality. The Tunisian couturier and shoe designer would often host impromptu gatherings at home, around his kitchen table, where he cooked for everyone, from supermodels and artists to musicians and writers. No one ever left hungry.

Inspired by his gracious spirit and knack for hosting, Alaïa’s current creative director Pieter Mulier has made it a point to open a new cafe and bookstore at the Maison’s London flagship store. Set around a central aluminium table on the third floor, the modernist space encourages cultural exchanges and a spirit of conviviality among guests.

It also plays host to Violet Cakes, a California-style bakery in London’s East End. It was founded by Claire Ptak, the Chez Panisse alumna who baked a lemon and elderflower wedding cake for Prince Harry and Meghan Markle, the Duke and Duchess of Sussex. “Consistently informed by art and fashion, Violet has long served as a place in which to linger and create,” said Alaïa.

Like a perfect marriage, perhaps, the bakery will be accompanied by a bookstore, curated by the legendary Claire de Rouen, which has long championed independent, singular and progressive work in art, photography and fashion. An ever-changing roster of titles may be perused in a reading space, filled with comfy armchairs and a long table.

Alaïa Café & Bookstore
139 New Bond St,
London W1S 2TL,
United Kingdom
Tel: +44 7557 440251

Featured photo by Alaïa