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

Designed by Ellen van Loon and Giulio Margheri, the three retail outposts at Galeries Lafayette, Selfridges and Harvey Nichols mark the collaboration between AMO and the French fashion label...

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Project's description: 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: 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 in the Fall.

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 design of the Jacquemus boutiques in London and Paris began with the idea of testing the limits of working with a single material. Drawing from the brand’s origins in the south of France, AMO aimed to capture the atmosphere of Jacquemus’ native Provence through the materiality of the spaces. Instead of working with form and deciding on the materials afterwards, the materials were chosen at the outset, guiding the shape of the space through the design process.

From pillows reminiscent of the textiles of Provence to terracruda, a clay-based material echoing the landscape of the south of France, the boutiques are clad entirely in a single material, creating continuity throughout each space.

In the store at the Galeries Lafayette in Paris, the walls, doors, fitting room, and display elements are upholstered in white cushioning, exuding the ease and comfort of a day spent in bed. A stack of pillows doubles as a seating area and display surface, welcoming visitors to browse and lounge for as long as they want.

Designed by: AMO
Client: Jacquemus
Location: Paris, London
Year: 2022
Partner: Ellen van Loon
Project Architect: Giulio Margheri
Team: Camille Filbien, Valerio Di Festa, Mattia Locc
Photography: Benoit Florençon, courtesy of AMO

The store at Selfridges in London, with its floor and shelving, totems, plinths, tables and chairs made from terracruda, is populated by items on display and customers alike, adding a twist to the abstracted image of a domestic Provençal interior. Applied by hand, the material preserves a level of irregularity, which gives the design a sense of naturalness and craftmanship. Directly visible from the street with the seating area carefully framed by the window, the store is more than a space to shop; it invites passers-by to feel at home.