French fashion label Jacquemus has expanded its retail footprint in Europe with the launch boutiques in London and Paris. Crafted in collaboration with AMO (OMA’s research and design studio), the “shop-in-shops” are now open at Selfridges in London and Galeries Lafayette Haussmann in Paris.
“The inspiration for the design of the Jacquemus stores owes to the brand’s origins in the south of France,” says OMA partner Ellen van Loon. “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 Jacquemus Selfridges shop-in-shop
On the ground floor of Selfridges, Jacquemus’ 883-square-foot space is characterized by hand-applied terracruda, a ceramic material that nods to the landscapes of Provence.
The 645-square-foot womenswear boutique in Galeries Lafayette comprises blanched surfaces covered entirely in pillows.
A third boutique is also set to be unveiled later this year inside London’s Harvey Nichols department store.
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