Dezeen Magazine

A woman walking through a Jacquemus store interior

AMO cocoons Jacquemus store in pillows to create "bedroom-like" interior

Dutch studio AMO has used pillows to form the display stands and line the walls in this tactile womenswear boutique by fashion brand Jacquemus in Paris, France.

The 60-square-metre shop, set in the department store Galeries Lafayette Haussmann, was designed to feel like a bedroom according to AMO, which is the research and design arm of architecture firm OMA.

A store interior filled with cream pillows
AMO has lined a Jacquemus store with large cream-coloured pillows

"The location of the shop within the Galleries Lafayette – without windows or daylight – led to the idea of creating a bedroom-like environment: a room entirely made of pillows," said OMA partner Ellen van Loon.

"It is a cocooning and relaxed atmosphere, inviting customers to lounge and browse for as long as they want," she told Dezeen.

Pink and white clothes displayed in a Jacquemus store
The store is designed to feel like a bedroom

The linen pillows were designed to reference the textiles of Provence, where Jacquemus founder Simon Porte Jacquemus grew up.

"We explored a material palette that aims to capture the atmosphere of Provence," said OMA architect Giulio Margheri.

"The fabric of the pillows is a reference to the linens of the South of France," he told Dezeen.

Cream pillows and a Jacquemus sign
Linen pillows reference the textiles of Provence

AMO also added a stack of pillows to serve as a seating area for shoppers, as well as a spot to showcase Jacquemus' signature tiny bags.

The studio completed the store's easy-going atmosphere with the help of a stripped-back scheme, including cream-coloured carpet, soft lighting and clothing rails in a milky beige hue.

AMO previously designed another store for Jacquemus inside the London department store Selfridges. Much like the brand's Paris outpost, the shop was wrapped entirely in a single material – clay.

"The design of the Jacquemus boutiques in London and Paris began with the idea of testing the limits of working with a single material," Van Loon explained.

"Instead of working on the design first and deciding on the materials afterwards, we let the materials dictate their presence in the space."

A cream coloured changing room
Changing rooms are coloured in the same creamy hue

The Jacquemus store is one of many retail interiors AMO has designed in Paris.

Among them is a pop-up shop by Tiffany & Co that showcases an array of jewellery pieces and a flagship store for clothing brand Off-White that features abstract interpretations of Parisian courtyards and flea markets.

Project credits
Partner: Ellen van Loon
Architect: Giulio Margheri
Team: Valerio Di Festa, Camille Filbien and Mattia Locci

The photography is by Benoit Florençon, courtesy of AMO.

More images

Jacquemus Paris store interior by AMO
Jacquemus Paris store interior by AMO
Jacquemus Paris store interior by AMO