Casa - 9/27/22
On September 27th, 2022, Jacquemus opens its doors to « La Boutique Montaigne », the brand’s newest boutique concept. Located along one of the world’s preeminent shopping streets at 58 Avenue Montaigne, this foray into luxury retail marks an exciting stage in the brand’s growth, crea- tive identity and direct engagement with customers.
With nearly 200 square meters of retail space, the store spans two floors of a building construc- ted in the early 20th century with Art Deco characteristics. Conceived internally, the boutique ex- pands upon Simon’s recent “Le Papier” runway show presented in Arles where he explored linen throughout the collection.
Following recent ephemeral shops in Paris, Milan and London, this longer-term store will welcome customers and propose a series of themes for a minimum of five months. Up first is “Ceremony”, a selection of key pieces from “Le Papier” that tie back to wedding ceremonies.
There are extra-large popcorn machines on each floor for customers to enjoy during their visit. From general shopping assistance to the VIP salon, service will have a ceremonial feeling. For Simon, a location on Avenue Montaigne is especially symbolic, as it was here during Paris Fashion Week in 2011 that he staged “Jacquemus en grève” (Jacquemus on strike), an ironic pro-test that launched his brand. As a limited-time concept, La Boutique Montaigne becomes a place for people to discover a more holistic and luxury brand experience that reveals how the ongoing Jacquemus approach is at once light-hearted and sophisticated.
Here, linen appears as a defining design feature, while other obsessions are expressed with both restraint and naiveté. Simon puts his artistic twist on plaster racks inspired by Giacometti and a mirror that references a round-square shape by Pierre Cardin. Tailor-made ceramics contribute to the décor and reinforce his love of craft. His collector spirit comes through with a sculpture by Maurice Carlier; a surrealist furniture ensemble by Klaas Gubbels; lounge chairs by Bernard Govin and Mario Bellini’s “Le Bambole” ; and a photo by Erwin Wurm. The ceramics hardware were made by “Les Céramistes”, who worked around the iconic shape concept of « rond / carré », the Jacquemus signature, creating ceramics inlaid with linen. The artist Mathilde Nivet was commissioned to create lemon paper trees, as a “Le Papier” collection reference.
JACQUEMUS « LA BOUTIQUE MONTAIGNE »
58, Avenue Montaigne, 75008 Paris
Open from September 27th, 2022 until February 2023.
Opening hours: Monday-Saturday 10am-7pm. Sunday 12pm-7pm
Contact : montaigne@jacquemus.com, tel. +33188612340
Collection also available on www.jacquemus.com
Private appointments at the VIP salon from October 11th, 2022 - by email
Simon Porte Jacquemus Portrait : photo By Yoann & Marco
Boutique images: photo by Adrien Dirand
CONDIVIDERE
