puffy, white pillows carpet AMO’s shop-in-shop boutique for jacquemus in paris

AMO for Jacquemus in Paris

AMO, the research and design studio of architecture practice OMA, unveils its second shop-in-shop retail design for French label Jacquemus at Galeries Lafayette in Paris. Designed by Ellen van Loon and Giulio Margheri, puffy white pillows carpet the boutique as the designers’ way to reminisce about the textiles in Provence, the native region of the label’s founder, Simon Porte Jacquemus. designboom reported the first shop-in-shop in London’s Selfridges earlier this year whose light-colored Terracruda clay design boasts curving display shelves alongside matching chairs, tables, totems, and plinths.

The first and second boutique motifs circle back to AMO’s desire to clad the interior with a single material as its means to create continuity through each space and establish a new signature for Jacquemus. No design looks the same, but the history and roots of Jacquemus can be seen throughout the materials used as everything pivots back to the fashion label’s home and origins in the South of France. AMO is set to reveal its third store for Jacquemus which will open at Harvey Nichols in the fall of this year.

images courtesy of AMO | photos by Benoit Florençon

White pillows inside Galeries Lafayette boutique

Upon entering the Jacquemus boutique in Galeries Lafayette, Paris that AMO/OMA designed, customers are bathed in soft, white light that complements the puffy, white pillows enveloping them. The design aims to set the light shopping tone of the customers as they eye the collections of the fashion label, sparsely distributed across the corners to give a sense of breathing space. At times, flecks of pink tones from the seasonal wear lures in the attention but fails to steer them off from the calm that the white pillows induce. The walls, doors, fitting room, and display elements are upholstered in white cushioning, while a stack of pillows doubles as a seating area and display surface, welcoming visitors to browse and lounge for as long as they want.

AMO unveils its second shop-in-shop retail design for french label jacquemus at galeries lafayette in paris

Drawing the influences from provence

Ellen van Loon of AMO/OMA says that the team has drawn its influences for its Jacquemus retail designs from the South of France. They want to capture the atmosphere of Provence and its myriad of gems: lavender fields, ancient homes atop hills, limestone cliffs, lengthy vineyards, and even historical monasteries. Instead of infusing their visual language with the combination of these cultural backgrounds, AMO has instead resorted to materials originating in the region, which nudged the team to curate different looks per boutique. ‘We chose the materials at the outset and let them guide the shape of each space,’ comments van Loon. The result comes forward as an intuitively designed retail interior driven by research that looks back into the foundations of the French fashion label.

the space is designed by ellen van loon and giulio margheri