Designed by Ellen Van Loon and Giulio Margheri, the three retail outposts at Galeries Lafayette, Selfridges and Harvey Nichols mark the collaboration between AMO and the French fashion label.
AMO/OMA’s collaboration with Jacquemus began with an investigation into the fashion brand’s identity and origins in Provence. The first two stores in Paris and London opened to the public in July: the 60 square meter womenswear boutique at Galeries Lafayette Haussmann features walls and display elements covered entirely in pillows, while the 82 square meter ground-level accessories storefront boutique at Selfridges is clad in hand-applied terracruda, a ceramic material inspired by the landscape of Provence. A third store will open at Harvey Nichols later this Fall.
Ellen van Loon: “The inspiration for the design of the Jacquemus stores owes to the brand’s origins in the south of France. 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.”
The opening of the shop-in-shops designed by AMO marks a global first for the fashion label, which was founded in 2009.
The store design continues Van Loon and Margheri’s recent work in retail and scenography 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.
Text and images courtesy of © AMO