Dutch research and design firm AMO, a rib of architecture firm OMA, has created its second project for French fashion house Jacquemus.
A shop-in-shop inside the Galleries Lafayette Haussmann in Paris, conceived and designed by Ellen van Loon and Giulio Margheri, the new Jacquemus boutique features a multitude of white pillows covering every corner of the store. The idea was to recreate an environment similar to a bedroom but made entirely of pillows, to make the most of the boutique’s location inside the Galleries Lafayette-with no natural light or windows.
Instead, the fabrics used are reminiscent of Provence, the region where Simon Porte Jacquemus, the founder of the fashion house, was born and raised. Covering the entire store in a single material refers to the brand’s origins, which are to be located precisely in the south of France.
The feeling upon entering is that of being enveloped in soft, welcoming light, which becomes an empirical experience thanks to the puffy, white cushions that surround everything-the walls, fitting rooms, doors, seating, etc. It was the materials that guided the shape of every space in the boutique, because it is the same materials that recall the origins and foundations of the French brand, capturing the atmosphere of southern Provence.
