AMO cocoons Jacquemus store in pillows to create “bedroom-like” interior

Dutch studio AMO has used pillows to form the display stands and line the walls in this tactile womenswear boutique by fashion brand Jacquemus in Paris, France.

The 60-square-metre shop, set in the department store Galeries Lafayette Haussmann, was designed to feel like a bedroom according to AMO, which is the research and design arm of architecture firm OMA.

A store interior filled with cream pillows
AMO has lined a Jacquemus store with large cream-coloured pillows

“The location of the shop within the Galleries Lafayette – without windows or daylight – led to the idea of creating a bedroom-like environment: a room entirely made of pillows,” said OMA partner Ellen van Loon.

“It is a cocooning and relaxed atmosphere, inviting customers to lounge and browse for as long as they want,” she told Dezeen.

Pink and white clothes displayed in a Jacquemus store
The store is designed to feel like a bedroom

The linen pillows were designed to reference the textiles of Provence, where Jacquemus founder Simon Porte Jacquemus grew up.

“We explored a material palette that aims to capture the atmosphere of Provence,” said OMA architect Giulio Margheri.

“The fabric of the pillows is a reference to the linens of the South of France,” he told Dezeen.

Cream pillows and a Jacquemus sign
Linen pillows reference the textiles of Provence

AMO also added a stack of pillows to serve as a seating area for shoppers, as well as a spot to showcase Jacquemus’ signature tiny bags.

The studio completed the store’s easy-going atmosphere with the help of a stripped-back scheme, including cream-coloured carpet, soft lighting and clothing rails in a milky beige hue.

AMO previously designed another store for Jacquemus inside the London department store Selfridges. Much like the brand’s Paris outpost, the shop was wrapped entirely in a single material – clay.

“The design of the Jacquemus boutiques in London and Paris began with the idea of testing the limits of working with a single material,” Van Loon explained.

“Instead of working on the design first and deciding on the materials afterwards, we let the materials dictate their presence in the space.”

A cream coloured changing room
Changing rooms are coloured in the same creamy hue

The Jacquemus store is one of many retail interiors AMO has designed in Paris.

Among them is a pop-up shop by Tiffany & Co that showcases an array of jewellery pieces and a flagship store for clothing brand Off-White that features abstract interpretations of Parisian courtyards and flea markets.

Project credits
Partner: Ellen van Loon
Architect: Giulio Margheri
Team: Valerio Di Festa, Camille Filbien and Mattia Locci

The photography is by Benoit Florençon, courtesy of AMO.

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