PARIS — Roger Vivier is doubling down on its Paris presence with the opening of a new flagship offering exclusive products and services, including a made-to-order process that allows customers to personalize signature shoe styles like the Belle Vivier.

The boutique at 20 Rue du Faubourg Saint-Honoré is located just 100 yards from its former store, which opened in 2004. But the prime real estate spot — a stone’s throw from Hermès and across the street from the one-year-old Alaïa flagship — is expected to bring a bump in visibility and foot traffic.

At 2,900 square feet, it’s the brand’s largest store worldwide and offers a full assortment of shoes and accessories — including handbags, jewelry, hats, belts and waistcoats — designed to distinguish Vivier from its competitors and diversify its revenue streams.

It comes on the heels of the opening last fall of Maison Vivier, a lavish 18th-century mansion in Saint-Germain-des-Prés that houses an exhibition space, reception rooms and an archive, in addition to the offices of creative director Gherardo Felloni and longtime brand ambassador Inès de la Fressange.

While the new boutique is only slightly larger than its predecessor down the street, its layout is more spacious, with an atrium-style entrance dominated by a mobile sculpture by Christel Sadde. Dangling from its branches are silhouettes of Choc heels inspired by Roger Vivier’s original collages, which are dotted throughout the space.

The interior design by the in-house team at Tod’s Group, the Italian group headed by Diego Della Valle that owns the brand, is informed by the founder’s taste and his historic connection to the neighborhood. Walls in cream and mother-of-pearl stucco, developed by a Tuscan artist, are juxtaposed with custom pink Pierre Frey wallpaper and rugs designed by CC-Tapis.

Vivier opened his first atelier on nearby Rue Royale in 1937 and is said to have been the first to feature original art works in his store, including two lithographs by Pablo Picasso and Serge Poliakoff that are on display in the new flagship, alongside a painting of dancer Jacques Chazot by René Gruau, and a wall-mounted metal sculpture by Rana Begum.

The decor is modeled after Vivier’s former apartment, with a mix of Mies van der Rohe and B&B Italia chairs, Hervé van der Straeten mirrors, lamps and consoles, and antique furniture including a large Louis XVI-style chest of drawers.

“Roger Vivier had a remarkably curious and discerning eye. He approached everything with originality, from layering his studio walls in silver paper to surrounding himself with objects that reflected his imagination,” de la Fressange said in a statement shared exclusively with WWD.

“That eclectic yet highly considered approach has always defined the maison’s style, something I first explored with the opening of the boutique in 2004. Today, this new address reflects an evolution of Monsieur Vivier’s taste, one that remains deeply respectful of his vision while responding to the present,” she added.

De la Fressange helped to curate the cabinet of curiosities that lines the back wall of the stone staircase connecting the two floors. Objects on display include corals and shells, shoe lasts, coffee table books and marble sculptures of shoes by Australian artist Mark Stuart.

A scale model of the Maison Vivier headquarters on the Left Bank sits in the street-facing window, alongside three one-of-a-kind Efflorescence handbags embroidered with roses, which retail for around 5,000 euros.

The store plans to offer exclusive capsule collections on a seasonal basis, alongside the Atelier Vivier service, which allows customers to choose among 28 styles for shoes and seven styles for bags, selecting their own fabrics, leathers and buckles for more than 1,000 possible combinations. Shoe insoles and bag linings can be personalized with a name, initials, date or lucky number.

Atelier Vivier clients are welcomed in a dedicated space, the Salle d’Argent, finished in real silver leaf. The room, which can be closed off, is also designed to host VIP appointments, exclusive presentations and tailor-made experiences, while an artisan will make regular appearances in store to promote the made-to-order offering.

Priced up to 20 percent higher, the bespoke shoes, handbags, evening pieces and bridal creations will be delivered within three months, the brand said. The service will eventually be rolled out to a selection of Vivier’s 104 points of sale worldwide, which include 85 directly operated boutiques.

Present in Paris department stores Galeries Lafayatte and Le Bon Marché, the company recently opened another corner at Printemps.

Though the brand has a strong red carpet presence, having dressed Anne Hathaway, Mia Goth and Rose Byrne on Oscars night, the offering at the Faubourg store consists of 60 percent daywear, including sneakers, and 40 percent eveningwear, a spokeswoman said.

Vivier hopes that within three to five years, shoes will account for 80 percent of the brand’s overall revenues and accessories 20 percent, she added, without providing comparative figures.

As the Faubourg store opened to the public on Friday, Felloni was in South Korea introducing his latest Pièce Unique collection of craft-intensive one-off handbags for spring, based on animal motifs explored by the house’s founder. After a stopover in Japan on Sunday, the presentation was headed to China.