AMO Designs Three Shop-in-Shops for Jacquemus in Paris and London

The collaboration between AMO and French fashion label Jacquemus has resulted in three retail locations at Galeries Lafayette, Selfridges, and Harvey Nichols. Designed by Ellen Van Loon and Giulio Margheri, these stores showcase the joint effort between the two entities.

The collaboration started with AMO/OMA conducting research into Jacquemus' identity and roots in Provence. In July, the first two locations in Paris and London opened their doors to the public. The 60 square meter women's fashion store at Galeries Lafayette Haussmann is covered in pillows, while the 82 square meter accessory store at Selfridges is adorned in hand-applied terracotta, a ceramic material inspired by Provence's landscape. The final location, set to open at Harvey Nichols this fall, will complete the trio.

Ellen van Loon: “The inspiration for the design of the Jacquemus stores owes to the brand’s origins in the south of France. We wanted to capture the atmosphere of Provence through the materiality of the spaces, which led us to approach the design in a different way altogether. Instead of working with form and deciding on the materials afterwards, we chose the materials at the outset and let them guide the shape of each space.”

The unveiling of the shop-in-shops created by AMO signifies a worldwide premiere for the fashion brand, established in 2009.

The store layout reflects Van Loon and Margheri's recent endeavours in retail and stage design for esteemed brands such as Tiffany & Co, Off-White, Solid Nature, KaDeWe, and BVLGARI. Van Loon is also in charge of revitalizing Berlin's KaDeWe and designing a cutting-edge department store for the KaDeWe Group in Vienna.

 

Press Release

Text and images courtesy of © AMO