Virgil Abloh’s fashion label Off-White has revealed its new flagship store across three floors of a 19th-century structure in Paris. The design by AMO (OMA‘s research and design studio) was led by partner Ellen van Loon, and explores the interaction between the brand’s fashion collections and the public. Iconic architectural elements—like the Parisian courtyard and flea market—are reinterpreted across the modern interior, injecting a sense of the city into the raw, industrial store.

“Where does streetwear end and high fashion begin? Over 20 years ago, Sarah Andelman’s Colette was the predecessor of modern experiential retail, one of the first concept stores where street style met luxury,” van Loon and AMO creative director Samir Bantal said in a statement. “Fast forward to 2021, a couple of blocks away from where Colette sat, the new Off-White store in Paris represents the brand’s multifaceted identity as a cultural channel broadcasting style, media and fashion, humbly saluting Colette, and drawing from its irreplaceable legacy.”

Arch motifs span the interior along with white travertine and speckled black terrazzo flooring to infuse a sense of calm. Notes of blue also punctuate the store, which is populated with custom display elements, including metallic clothing racks, wooden tables, white travertine shelves, designed by AMO as well.

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The post AMO Crafts Flagship for Virgil Abloh’s Off-White in Paris appeared first on Hospitality Design.



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