Viktor and Rolf 's first flagship store covered in grey felt by Architecture et Associés -Architecture
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Viktor and Rolf ‘s first flagship store covered in grey felt by Architecture et Associés

The surreal experience created by the designers

The surreal experience created by the designers

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.

Some classical architectural elements

Some classical architecture elements

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.

Grey only grey

Grey only grey

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.

Shelves and niches to display products

Shelves and niches to display products

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.

The duo Viktor and Rolf

The duo Viktor and Rolf

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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www.aaarchitectes.com

Jean-Bastien Lagrange

Jean-Bastien Lagrange

Working as Interior Designer in Paris, Jean-Bastien Lagrange has been also involved for a considerable time in its own artistic creation and process, namely in photography.
www.jeanbastienlagrange.fr | www.jeanbastienlagrange.com
Jean-Bastien Lagrange