OMA/AMO coats jacquemus shop-in-shop at selfridges with soothing terracruda clay

jacquemus’ first shop-in-shop by AMO opens at selfridges 

The first Jacquemus shop-in-shop has opened in London’s go-to department store Selfridges, greeting visitors on the ground floor and passersby walking along Duke Street. Completed by OMA/AMO, the retail interior is coated entirely in light-colored Terracruda clay and boasts curving display shelves alongside matching chairs, tables, totems, and plinths. Meanwhile, secret cabinets and arched passageways endow the space with a sense of discovery as shoppers browse along.

Punctuating the all-beige backdrop are the French fashion brand’s new-in-season bags and accessories, each adding a pop of color to the soothing and uniform clay-coated interior.

The new shop-in-shop by AMO was created following the success of Jacquemus’ hypnotic and surreal ‘Le Bleu’ installation at Selfridges, designed jointly with Random Studio in May 2022. 

all images © Lewis Ronald, courtesy of Selfridges 

natural light meets earthy textures 

OMA / AMO (see more here) opted for Terracruda clay inside the new Jacquemus shop-in-shop to elevate its surfaces with a natural, earthy texture, exuding warmth, calm, and rural charm. Enlivening further that earth-toned atmosphere is a generous inpouring of natural light from the shop’s glazed openings facing Duke Street.

Layout-wise, chairs and tables were set up within small enclosures across the store, facing the curving shelves, to offer a more welcoming, intimate, and unrushed experience amid the brand’s latest creations.

Terracruda clay-coated interiors

curving displays define the Jacquemus shop-in-shop by AMO

chair and table nestled within curving enclosures

Jacquemus’ colorful creations punctuating the soothing, uniform backdrop

texturized surfaces evoking the French Provence

project info:

name: Jacquemus Shop-in-Shop 

location: Selfridges, London, UK

design: OMA / AMO

photography: Lewis Ronald | @lewiser