Dutch studio AMO has used pillows to type the show stands and line the partitions on this tactile womenswear boutique by trend model Jacquemus in Paris, France.
The 60-square-metre store, set within the division retailer Galeries Lafayette Haussmann, was designed to really feel like a bed room in line with AMO, which is the analysis and design arm of structure agency OMA.
“The situation of the store inside the Galleries Lafayette – with out home windows or daylight – led to the thought of making a bedroom-like atmosphere: a room totally made from pillows,” mentioned OMA associate Ellen van Loon.
“It’s a cocooning and relaxed environment, inviting prospects to lounge and browse for so long as they need,” she advised Dezeen.
The linen pillows had been designed to reference the textiles of Provence, the place Jacquemus founder Simon Porte Jacquemus grew up.
“We explored a cloth palette that goals to seize the environment of Provence,” mentioned OMA architect Giulio Margheri.
“The material of the pillows is a reference to the linens of the South of France,” he advised Dezeen.
AMO additionally added a stack of pillows to function a seating space for customers, in addition to a spot to showcase Jacquemus’ signature tiny luggage.
The studio accomplished the shop’s easy-going environment with the assistance of a stripped-back scheme, together with cream-coloured carpet, gentle lighting and clothes rails in a milky beige hue.
AMO beforehand designed one other retailer for Jacquemus contained in the London division retailer Selfridges. Very like the model’s Paris outpost, the store was wrapped totally in a single materials – clay.
“The design of the Jacquemus boutiques in London and Paris started with the thought of testing the boundaries of working with a single materials,” Van Loon defined.
“As a substitute of engaged on the design first and deciding on the supplies afterwards, we let the supplies dictate their presence within the house.”
The Jacquemus retailer is one in all many retail interiors AMO has designed in Paris.
Amongst them is a pop-up store by Tiffany & Co that showcases an array of jewelry items and a flagship retailer for clothes model Off-White that options summary interpretations of Parisian courtyards and flea markets.
Challenge credit
Accomplice: Ellen van Loon
Architect: Giulio Margheri
Staff: Valerio Di Festa, Camille Filbien and Mattia Locci
The pictures is by Benoit Florençon, courtesy of AMO.
