Sammys Nouvelle France Hall by Sammys Asia Pacific Design Team

Project Name: Sammys Nouvelle France Hall

Project Address: 5FA09, Louvre International Pavilion, Foshan, China

Commercial Complex: Louvre Home Furnishing

Design Period: 2023

Completion Time: October 2024
Project Area: 1,000 sqm
Design Firm: Sammys Asia Pacific Design Team

Sammys Nouvelle France Hall : A Timeless Celebration of Elegance

“Only those that can withstand the test of time are considered classics.”
— Louis Vuitton

True elegance transcends the fleeting nature of time, rooted in an enduring aesthetic and graceful sophistication. For over six decades, Sammys, the prestigious haute couture home design brand established in France in 1961, has epitomized this timeless charm. Melding the artistry of design, craftsmanship, and innovation, the brand breathes life into the cultural narratives of Western living and incorporates them into its bespoke furniture collections. The result is a modern interpretation of international aesthetics, where harmony is woven seamlessly between people and their surroundings.

By collaborating with renowned designers from around the globe, Sammys has created countless timeless masterpieces, redefining the trajectory of luxury customization. At the heart of the brand is a celebration of a romantic and elegant New French lifestyle, which continues to inspire and resonate with connoisseurs worldwide.

A Global Legacy
From Paris to New York, Seattle to San Francisco, London to Melbourne, Bangkok to Singapore, and Manila to cities across China, Sammys has developed a profound network of influence throughout the world. The brand’s presence extends far beyond mere showrooms or operational centers — it is a testament to its commitment to high-end design harmonized with a local sensibility.

Sammys’ newest project, Nouvelle France Hall 01 in China, is a continuation of the brand’s unparalleled ability to marry architecture, landscaping, and interiors into a cohesive narrative. This space marks a new milestone in Sammys’ dedication to merging French luxury cultural heritage with years of market expertise, resulting in a harmonious blend of innovation and cultural storytelling.

In this endeavor, Sammys invites individuals to embark on an introspective journey, where aesthetics meet emotion and refined design speaks directly to the heart. The Nouvelle France Hall serves as both an artistic sanctuary and a high-end lifestyle destination, fusing over 60 years of French romanticism into contemporaneously relevant design. Every corner resonates with an understated elegance, narrating a story of timeless grace and modern utility.

Redefining Showroom Spaces: A Symphony of Elegance and Functionality
Breaking free from the conventional boundaries of static exhibit spaces, Sammys has crafted an immersive experience with textured layouts and refined luxury elements. Sophisticated color palettes are impeccably paired with the interplay of Romantic Nouvelle France  aesthetics and Timeless Elegance, evoking an unmatched sense of spatial fluidity and freedom.

A Brand Icon Rooted in Cultural Prestige
Architecture serves as a city’s soul, and Paris, the birthplace of Sammys, embodies some of the world’s most iconic luxury landmarks. The cultural richness and masterful artistry of French design inspire Sammys’ creations — much like Gustave Eiffel’s masterpiece rose above others with sheer innovation. Today, these inspirations, stretching from Paris to the Far East, infuse Sammys’ works with a distinctive identity, where crystalline romance meets a deep-seated legacy of luxury.

In contrast to the mass-produced nature of rapid turnaround projects, Sammys redefines spatial artistry with a long-term vision. Drawing from local cultural contexts, Nouvelle France Hall 01 aspires to bridge the realms of sensory complexity and enduring luxury. This celebrated space encapsulates the artistry of living, where every detail — however minute — contributes to the narrative of poetic existence and echoes the romantic essence of time.

As visitors step into the hall’s main entrance, they journey into the brand’s ethos with a natural woodwork gallery that whispers tales of Sammys’ story. Shadows and light intermingle, offering a fleeting invitation for exploration. Here begins the romantic odyssey — where each flicker of detail beckons the imagination, bringing an infinite sense of possibility within tangible confines.

The Art of Social Spaces: A Flowing Feast of Parisian Romance
Famed author Ernest Hemingway once called Paris “a movable feast,” a sentiment mirrored in Sammys’ signature artistic social hall. This space celebrates symmetry and balance, uniting classical architectural principles with modern, intelligent innovations — including a striking 20-meter luxury kitchen that harmonizes lighting, storage, and state-of-the-art technology. Seamlessly blending openness with intimacy through details like foldable ‘social portal’ concealed doors, the hall effortlessly transitions between party hosting and private retreats.

Pure, understated design replaces unnecessary ornamental embellishments, channeling focus toward the finest fabrics, intricate materials, and structural craftsmanship. Every corner of the space invokes an experience akin to walking through a masterpiece: where architecture fades into invisibility, becoming inseparable from art itself.

Sammys transcends the conventional approach to lifestyle showrooms by infusing every detail with layers of cultural refinement. Borrowing from the timeless interplay of Western and Eastern traditions, the narrative flows ceaselessly, communicating a higher depth of artistic engagement.

The Boulogne Villa Hall: Surpassing Aesthetics and Deepening Connection
Sammys revolutionizes the connection between products and the spaces they inhabit. The Boulogne Villa Hall embodies a sense of harmony where “open yet separate” spaces define modern living aesthetics. Dress wardrobes and walk-in closets transform into theatrical, interactive arenas, where every drawer and partition flows naturally into the surrounding room, an elegant fusion that expands boundaries while maintaining a cohesive allure.

For the modern gentleman, Sammys draws inspiration from Bombardier yachts to design bespoke wardrobes — sanctuaries of ritualized sophistication. Rich Bentley Grays complement Phantom Berlins’ deep color tones, and light dances across layers of texture, highlighting a quiet refinement that elevates masculine elegance to art.

The wine lounge, a tranquil embodiment of Sammys’ philosophy, captures history through the interplay of light and material. Soft shadows and warm tones embrace guests, offering them not just a physical sanctuary, but a spiritual retreat where the essence of refined living resonates quietly within.

Emotion at the Core of Timeless Innovation
“Everything has cracks. That’s how the light gets in.” These words by Leonard Cohen form the poetic undercurrent of Sammys’ approach to design. The brand translates this sentiment into timeless spaces that maintain elegance while embracing innovation. Sammys does not merely commemorate the classics — it transforms them into living inspirations for the future.

Quiet sophistication becomes the new language of luxury. Instead of overt displays of grandeur, Sammys’ interiors offer intimate, immersive environments where intention and emotion flow freely. Every detail acknowledges history while embracing a forward-looking ethos — a tribute to creativity and imagination, a canvas for exploring the essence of timeless design.

A Legacy of Elegance Beyond Time
When speaking of Sammys, one does not simply mention a luxury brand. It is a way of living, a cultural heritage; its timeless allure embodies time well spent, beauty well considered. In a world of constant change, Sammys anchors itself in the eternal, inspiring an international aesthetic for a global audience while remaining true to its French roots. For those fortunate to experience the world of Sammys, it is more than just a possession — it is a portal into a world where elegance, sophistication, and the poetry of time converge seamlessly.