The new Celine store design unveiled in New York City is destined for China and Japan in the early stages of a global rollout.

The white and grey dominated, minimalist design illustrated here in official photographs released by the luxury fashion brand, was conceived by the label’s creative director Hedi Slimane. The first store, which has opened at 650 Madison Avenue, takes up 5000sqft, making it Celine’s largest store yet anywhere in the world.

According to company sources, the new look will be implemented next in Los Angeles, Paris and Milan before being launched in Shanghai, Beijing and Tokyo.  

Slimane uses natural materials as a contrast to stark white walls and polished railings.

He used natural stones like basaltina on the floors and ginger and cream-streaked black granite on walls and some shelving together with a combination of marbles and grey travertine.

Contrasting yet complementing the stone, reclaimed oak, polished stainless steel, brass, gold, and concrete are used and in the case of the Madison Avenue store, a large rock creates a focal point in the store.

Celine says future stores will feature commissioned artworks relevant to the locations. Commissioned artists include Jose Davila, Oscar Tuazon, Elaine Cameron Weir and James Balmforth.

The stores will also feature furniture designed by Slimane, such as wooden benches, tanned leather chairs and brass side table.

The timeline for the rollout of the new Celine store design has not yet been released.