AMO, the think-tank of the architectural practice OMA, has clad the interior of a shop-in-shop boutique with white pillows that guide the space in Paris, France.

Designed for French fashion brand Jacquemus, the 60-square-metre womenswear boutique is located at Galeries Lafayette Haussmann in Paris. 

Soft and creamy-toned pillows wrap the interior walls and act as display elements throughout the space as guiding design element. 

Designed by OMA Partner Ellen van Loon and Giulio Margheri, the shop is one of the three retail designs for Jacquemus. 

The first Jacquemus shop-in-shop, located in London's department store Selfridges, was opened to the public in July. 

AMO expects to open third store at Harvey Nichols later in the Fall.

"The inspiration for the design of the Jacquemus stores owes to the brand’s origins in the south of France," said OMA Partner Ellen van Loon. 

"We wanted to capture the atmosphere of Provence through the materiality of the spaces, which led us to approach the design in a different way altogether." 

"Instead of working with form and deciding on the materials afterwards, we chose the materials at the outset and let them guide the shape of each space," she added.

AMO’s collaboration with Jacquemus began with an investigation into the fashion brand’s identity and origins in Provence.

AMO's design scheme is based on the idea of testing the limits of working with a single material. The studio draws inspiration from the brand’s origins in the south of France, where the brand's founder Simon Porte Jacquemus was born in Salon-de-Provence, France.

In this sense, the firm aimed to capture the atmosphere of Jacquemus’ native Provence through the materiality of the spaces. 

"Instead of working with form and deciding on the materials afterwards, the materials were chosen at the outset, guiding the shape of the space through the design process," said AMO. 

The interior of the boutique is clad entirely in a single material, creating continuity throughout each space.

In the store at the Galeries Lafayette in Paris, the walls, doors, fitting room, and display elements are upholstered in white cushioning, exuding the ease and comfort of a day spent in bed.

A stack of pillows doubles as a seating area and display surface, welcoming visitors to browse and lounge for as long as they want.

The opening of three shop-in-shop stores marks the first international collaboration with AMO for the fashion brand founded in 2009. 

Image © AMO

Van Loon and Margheri’s recent work in retail and scenography includes designs for Tiffany & Co, Off-White, Solid Nature, KaDeWe, and Bvlgari. 

Van Loon is also leading the refurbishment of the KaDeWe in Berlin and is undertaking the design of a new department store by KaDeWe Group in Vienna.

Project facts

Project name: Jacquemus Shop-in-Shop

Architects: AMO/OMA

Location: Paris, France

Date: 2022

Client: Jacquemus

Partner: Ellen van Loon 

Project architect: Giulio Margheri 

Team: Valerio Di Festa, Camille Filbien, Mattia Locci

All images © Benoit Florençon, courtesy of AMO, unless otherwise stated. 

> via OMA 

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