AMO Reveals Unique Retail Spaces for Jacquemus Paris and London Extensions | New


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Photograph by Benoit Florençon, Courtesy of AMO



A dazzling collaboration between AMO (the research arm of OMA) and French fashion house Jacquemus is taking center stage in Paris and London this season thanks to the dynamic duo of OMA partner Ellen van Loon and Giulio Margheri.

Located inside the iconic Parisian department store Galeries Lafayette Haussmann and equally chic London outfitters Selfridges and Harvey Nichols, the stores first opened in July and were inspired by a deep dive into the origins of the brand, according to the design team.

Photograph by Benoit Florençon, Courtesy of AMO

Photograph by Benoit Florençon, Courtesy of AMO

“We wanted to capture the atmosphere of Provence through the materiality of the spaces,” explains van Loon. “[That] led us to approach design in a completely different way. Instead of working with the shape and then deciding on the materials, we picked the materials upfront and let them guide the shape of each space.

Photograph by Benoit Florençon, Courtesy of AMO

Photograph by Benoit Florençon, Courtesy of AMO

Shop-in-Shop model Jacquemus, Selfridges © AMO

London’s premier 860-square-foot outpost is clad in hand-applied terracruda ceramic in reference to the Provencal extraction of the brand and founder Simon Porte and offers a refresh from the bluesy pop-up space of Selfridge’s Corner Shop which was built earlier in the year. According to the OMA, the artisanal materiality “preserves a level of irregularity, [giving] the design a sense of naturalness and craftsmanship.

Photograph by Benoit Florençon, Courtesy of AMO

Photograph by Benoit Florençon, Courtesy of AMO

In stark contrast, the coziest Parisian location is completely covered in oversized white upholstery that gives shoppers a feeling of comfort and luxury. Stacked pillows serve as seats and displays. Like its London counterpart, the interior is accented with display cases that offer a welcoming glimpse inside to potential passers-by.

Photograph by Benoit Florençon, Courtesy of AMO

Photograph by Benoit Florençon, Courtesy of AMO

Both are marketed as “shop-in-shop,” a concept that has grown in popularity as high-end retailers look for more creative ways to stay in-the-know and relevant to clienteles who have increasingly moved away. more brick. mortar retailers with the advent of more sophisticated e-commerce operations.

Model Shop-in-Shop Jacquemus, Galeries Lafayette Haussmann © AMO

This marks the continuation of set design commissions placed by van Loon and Margheri for Tiffany, Off-White, Solid Nature, KaDeWe and BVLGARI. Van Loon is also transforming KaDeWe’s Berlin location while working to create its first-ever outpost in Vienna, which is set to open in fall 2024.



















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