Homecore was born in France 25 years ago as the first streetwear brand. This year it needed to renew its image and commissioned Studio Malka Architecture to design the new store in Les Champs-Elysèes. The project is inspired by the Krylon logo – a historic brand of spray paints – and the Homecore concept of color therapy. The obvious reference to graffiti and the mantra linked to this culture “Peace, love, unity and fun”.

The facade is composed of seven arches from which the entire chromatic axis that fills the shop unwinds, just like the shadows of a figure resting on the ground. The openings take on the colors of Newton’s prism. The result is, therefore, a shop completely flooded with primary and secondary colors, the tangible, physical representation of this chromatic circle from which each color overlap generates another, each chromatic section gives its own identity to space just as a material would do.

Red is added to blue and generates purple, or to yellow it generates orange. Each radiation corresponds to the index of refraction and each intersection is the addition of the colors of the circle that are transformed.

Text by Elisa Scotti