AMO’s design for the Jacquemus boutiques in London and Paris represents a bold exploration of working with a singular material to encapsulate the essence of the brand’s origins in Provence, France. Departing from conventional design approaches, where form typically dictates material choices, AMO consciously selected materials upfront, allowing them to shape the spatial experience.
Material Continuity and Provencal Inspiration
Inspired by the rustic charm of Provence, the boutiques are enveloped entirely in a single material, creating a seamless visual and tactile continuity throughout. From plush pillows reminiscent of Provencal textiles to terracruda, a clay-based material echoing the region’s rugged landscapes, each element contributes to a cohesive narrative rooted in the essence of Jacquemus’ heritage.
Abstracted Domesticity: Galeries Lafayette Paris
At the Galeries Lafayette boutique in Paris, white cushioning swathes the walls, doors, fitting rooms, and display elements, evoking the cozy comfort of a Provencal bedroom. A stack of pillows cleverly serves as both seating and display surfaces, inviting patrons to linger and immerse themselves in the tranquil ambiance.
Dynamic Provencal Interior: Selfridges London
In contrast, the Selfridges boutique in London features terracruda throughout its floor, shelving, totems, plinths, tables, and chairs, embodying a dynamic interpretation of a domestic Provencal interior. This unconventional approach adds a twist to the traditional imagery, infusing the space with a sense of modernity and intrigue.
Craftsmanship and Naturalness
Hand-applied terracruda bears the hallmark of craftsmanship, imbuing the design with a raw, organic quality. Its inherent irregularities lend a sense of authenticity and naturalness, further enhancing the boutique’s Provencal charm.
Inviting Homeliness
Visible from the street, the boutique’s seating area, elegantly framed by windows, beckons passersby to pause and feel at home. Beyond serving as a mere retail space, the Jacquemus boutique becomes a welcoming haven, inviting patrons to immerse themselves in the brand’s distinctive world.
