Viktor and Rolf ‘s first flagship store covered in grey felt by Architecture et Associés
The interior of Dutch fashion house Viktor & Rolf’s first flagship store in Paris has been covered in grey felt by French studio Architecture & Associés.
Architecture & Associés was asked to create an unobtrusive design for the duo’s recently opened store on Rue Saint-Honoré, close to Paris’ famous shopping square Place Vendôme.
Grey was chosen to line the interior as it provided a simple environment to showcase the duo’s products and is also used in the set designs of the brand’s catwalk shows. The aim was to create an environment where the clothes would really stand out, grey beeing a good colour as a backdrop because it’s very neutral.
The designers have created an environment that’s entirely made out of fabric, but at the same time it’s something architectural.
The innovative design, conceived by Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés, combines the palatial grandeur of Renaissance Italy with the classicism of the French tradition for a startlingly avant-garde universe.
Known for their unconventional approach to craftsmanship, the duo hand-selected Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés to design a space inspired by the idea of creating an invisible boutique, something they refer to as “ghost architecture.” Felt-covered neoclassical details (like moulding and vases brimming with fabric flowers) have been layered to create an environment where the pair can inject their own eccentric design sensibility season after season.
The spirit of unorthodox innovation that has always driven Viktor & Rolf, whose work has often been characterised by its subtle exploration of scale and shadow, inspired the architects towards a spectral architecture crafted entirely of grey felt. This single-material strategy makes for a phantasmagorical space of shifting apparitions where the uniform surface of the walls, floors and furniture, as a kind of all-enveloping interior skin, creates the effect of complete unity.
Neoclassical elements such as arched niches along the walls and a colonnade of arches running over the staircase create shadows to break up the monochrome.
Shelves for displaying products sit in the niches, some of which are illuminated with white light from behind similar to the ceiling panels.
The felt also muffles the sounds of browsing shoppers in an attempt to make the large 650-square-metre store feel more intimate.
The store houses men and women’s ready-to-wear clothing, accessories such as bags and shoes, plus the brand’s line of fragrances.
The store is on Rue Saint-Honoré, just near the Place Vendôme.
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