AMO recreates “Provence atmosphere” with clay Jacquemus shop-in-shop

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AMO recreates “Provence atmosphere” with clay Jacquemus shop-in-shop

Dutch studio AMO has created a terracruda-clad shop-in-shop with curved shelves for French fashion brand Jacquemus at luxury department store Selfridges.

Installed as a permanent retail space located on the ground floor of London department store Selfridges, the boutique hosts Jacquemus bags and accessories.

The permanent Jacquemus shop-in-shop was designed by AMO

Designed by AMO, the research and design arm of architecture firm OMA, it features curved, floor-to-ceiling display shelves clad in a clay-based material said to reflect materials found in Provence.

Between rows of curved and flat display shelves, pedestals, totems, tables and chairs adorn the retail space’s interior, showcasing the brand’s latest bags and accessories.

Interior image of the Jacquemus Selfridges store
Terracruda clay was used throughout the interior

Hidden compartments and cabinets were fitted into display units to create a sense of discovery, while also connecting the space to the trio of surrealist Jacquemus pop-up installations that ran in and around Selfridges and Oxford Street throughout May.

The permanent retail space follows on from the success of the Le Bleu surreal pop-up installations created by Dutch experiential design firm Random Studio where customers were invited to explore and discover the brand’s products.

Terracruda clay was applied by hand over the interior of the shop to create an uneven surface and natural look. The earthiness of the clay visually juxtaposes against the rigid and solid forms populated by colorful bags and accessories.

Seating areas located within the curved displays are framed by views towards Duke Street and the nearby David Chipperfield-designed entrance which was added to the store in 2018.

Bags are pictured on clay display shelves at the Jacquemus Selfridges store
Terracruda clay was used to refer the South of France

“The inspiration for the design of the Jacquemus space is due to the brand’s origins in the south of France,” said OMA partner Ellen van Loon.

“We wanted to capture the atmosphere of Provence through the materiality of the space, which led us to approach the design in a completely different way,” she continued.

“Instead of working with form and then deciding on the materials, we chose the materials at the beginning and let them guide the shape of the space.”

Interior rendering of a clay-clad seating area
Seating areas adorn the boutique

Swedish streetwear label Axel Arigato recently unveiled its “upside down” pop-up sneaker store in the luxury department store with an office-themed interior.

In Paris, Acne Studios opened a monolithic store on Rue Saint Honoré, clad in Parisian limestone and referencing a skate park in Stockholm.

The photography is by Lewis Ronald.

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