Poiray store by centdegrÃ©s, Paris â€“ France
Place VendÃ´meâ€™s young lady is enjoying a renaissance. The sleeping beauty, which was bought by AMS Industries, sees itself rejuvenating. Benjamin Lobel and Manuel Mallen, its directors, have entrusted centdegrÃ©s to bring to life this renewal through their boutiquesâ€™ architecture.
Poiray likes to be introduced as â€œyoung, refined, with a sturdy character enrobed with an elegant touchâ€. We aimed to translate this vision with a particular mindset: â€œreestablish balance through playing with contrastsâ€. Noble materials, such as brass, create an initial impression of well-established luxury, worthy of a notable jeweler and watchmaker like Poiray. However, the journey inside the boutique holds surprises in store.
The contrasts we worked on have helped enable this. The prestigious heritage stands alongside daring stances: a section of wall covered with a wallpaper echoing the inspirations of the current collections; or a circular staircase going all the way to the ceiling, to dramatize the elevation; fineness meeting generosity; or walls making light of the brilliance of suspended displays.
At the heart of the new shop lies the Brandâ€™s will to give a more important place to its watchmaking. The â€œMa PremiÃ¨reâ€ watch receives a bracelet bar at the center of the room. It highlights values of the infinite possibilities of customization, particularly the four bracelets created in partnership with Hipanema, dressed with pearls and tassels. In a nutshell, we created a free expression of luxury traditional codes, a spectacular and refined dimension, a living space in perpetual renewal, an experience for oneself. This creative mantra will be rewritten in four other boutiques: rue de Passy, rue de la Paix, rue Royale and rue du Faubourg-Saint-HonorÃ© from November 2014 to April 2015.
Photography by Jean Christophe Torres
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