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.
AMO’s collaboration with Jacquemus began with an investigation into the fashion brand’s identity and origins in Provence. The first two stores in Paris and London opened to the public in July 2022: the 60 square meter womenswear boutique at Galeries Lafayette Haussmann features walls and display elements covered entirely in pillows, while the 82 square meter ground-level accessories storefront boutique at Selfridges is clad in hand-applied terracruda, a ceramic material inspired by the landscape of Provence. A third store will open at Harvey Nichols later this Fall.
photos by Benoit Florençon
photos by : Lewis Ronald | @lewiser