“Green walls” of dense foliage create dramatic features at each of the five mall entrances. A large atrium runs through the heart of the store, and large internal windows on each side of the store showcase seasonal displays and help customers with wayfinding.
is forecast to increase
28 percent by 2016,
according to Business
targeting the needs of the emerging—and
more affluent—professional middle class.
“The brief was to create an ‘ownable’ and
distinct brand personality for Paris that
would create standout in a rather homogenized marketplace and position them
as the leader in women’s fashion,” says
David Wright, group marketing director
for Dalziel+Pow. He says the design firm
worked to unify the look and feel of the
department, while creating an architecture
flexible enough to accommodate different
numbers or types of brands.
“We sought to use an extensive varied
mix of natural, rich, and urban finishes
and textures to enhance and add personality to the store, as well as creating individual distinctive looks for the areas within
the department,” Wright says. Distressed
and exposed details create an urban feel,
complemented by rich high-finish materials such as brass, copper, and golden mesh.
These combine with experimental finishes
to showcase a contemporary, eclectic, and
The space is divided into different
areas—classic, casual, youth fashion/
denim, and lingerie—each with its own
distinctive look and feel. Lingerie, with full-height freight-cut screens, white ash timber
cladding, and high-end dropped lighting,
feels feminine and romantic. The denim
department, on the other hand, is a strong
young urban space created through use
For “Opposite,” Paris’ youth fashion label,
the bright, bold, and playful design includes
a new logo design, illustration, and a new family
of fixtures. A custom chain curtain creates a
dramatic entrance to the space.