WORDS Cheri Morris IMAGES Frame
Maison Margiela’s Parisian store by Studio Anne Holtrop draws inspiration from the gypsum-cast set the studio created for the brand’s AW 2018 couture presentation; classic objects, textures, and avant-garde visual codes are reimagined to reflect the sculptural handicrafts the Studio is renowned for.
Situated on Paris’s Avenue Montaigne, Maison Margiela’s newest store concept draws inspiration from what Creative Director John Galliano called the ‘raw, undiluted essence’ of the fashion house. Plaster surfaces, ambiguous architectural shapes and neutral tones dominate the double-volume retail space.
‘Rooted in the notion of appropriating the inappropriate,’ the 250 sqm store dons calculated textures and evidence of touch that lend an honorary nod to the sculptural craft of Maison Margiela’s garment design.
Hand-cast in textile moulds, plastered walls and voluminous columns pay homage to the human hand that goes into the Studio’s creative production. Taking influence from classic objects the shelving, display tables and seats see their form deconstructed in stained travertine and colour-contrasting epoxy resin. Light-filled main spaces are completed by contrasting fitting rooms clad in high-gloss, dark green paint akin to Japanese lacquer cabinets.
Love this space? Check out Lemon Design’s immersive and inspirational showroom experience here.