The luxury fashion brand Jacquemus has come up with a unique concept for four of its stores in collaboration with AMO, OMA’s sister company. A concept that ensures that the stores could not be more different and at the same time more similar.
In the world of luxury fashion, the name Jacquemus stands for modern, purist and minimalist fashion for women and men. Fashion whose prêt-à-porter and accessory collections stand for lightness and joie de vivre. Fashion that has its origins in 2009. The year in which the label was founded in Paris by Simon Porte-Jacquemus, who named it after his late mother’s maiden name.
Four stores, one idea
The luxury fashion label has now designed four stores in collaboration with AMO, OMA’s sister office in Rotterdam. Stores that are each located in a luxury department stores’ in three cities: the Galeries Lafayette in Paris, the Dubai Mall and Harvey Nichols and Selfridges in London.
What makes the stores so special is that a single specific material was chosen for each design, defining the space from floor to ceiling. The architects, led by Ellen van Loon drew inspiration in particular from the work of French sculptor Valentine Schlegel, who is known for her organic ceramic shapes.
A paradise in Paris
The team of architects in Paris opted for cream-coloured cushions made of linen fabric to form the walls, doors and display shelves. The entire store is upholstered in the truest sense of the word. Shelves, walls, pieces of furniture – they are all made of cushions. Cushions stacked on top of each other form seating, cushion niches set into the walls or cushion shelves in the room form display areas for bags etc. Even the curtains in the changing rooms were made from flat cushions.
One advantage of the Designs: the upholstery is ideal for the acoustics of the room. The filtered ambient noise creates a calm, relaxed atmosphere. According to Ellen van Loon, ‘the lightness and comfort of a day spent in bed’ should be found in the 60 square metres of retail space.
Tone on tone in London
Relocation to London. Here, on 82 square metres in the Selfridges department stores‘ on Oxford Street, you will find a store made of a material that AMO calls Terracruda: a clay-based material inspired by Provence in the south of France, Simon Porte-Jacquemus’ region of origin. While the store in Paris was characterised by cushions, cubic shapes dominate here. Step-like protrusions emerge from the walls, on which bags and other accessories are displayed.
Even the seating and tables in the room are handcrafted from Terracruda. The combination of round and angular shapes in an earthy colour tone makes the space in the store look very inviting and cosy.
Two kilometres to the south-west, in the luxury department stores’ Harvey Nichols, the second London Jacquemus location is again all white. White limestone in oval and round designs characterises this store; straight lines are rare here – in seating, tables and mirrors. The concept does not stop at the walls and ceiling either: the entire room has an elliptical geometry.
All sorts of things in Dubai
Finally, the architecture team designed monochrome spaces in the Dubai Mall. Here, too, almost the entire sales area is white – constructed from clay, stone or wood. The entire store is divided into four areas separated by arches. Despite the similarity to the locations in Paris and London, there is one decisive difference here: the store in Dubai is furnished with French art and decoration, such as chairs by designer Jean Royère or ceramics by Le Chene Vert.
Four stores with an idea that makes the guests’ shopping experience something very special. Four places where you can feel good – and spend a lot of money.
Text: Resi Reiner
Fotos: Benoit Florençon