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

Image of the Jacquemus Selfridges store through a window

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

The boutique was installed as a permanent retail space located on the ground floor of London department store Selfridges and is host to Jacquemus bags and accessories.

Exterior image of the Jacquemus Selfridges store from Duke Street
The permanent Jacquemus shop-in-shop was designed by AMO

Designed by AMO, the research and design arm of architecture firm OMA, it incorporates curving, floor-to-ceiling display shelving clad in a clay-based material that is said to echo materials local to Provence.

Between rows of curving and tiered display shelving, plinths, totems, tables and chairs decorate the retail space’s interior and display the brand’s latest bags and accessories.

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

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

The permanent retail space follows as a result of the success of the Le Bleu surrealist pop-up installations that were created by Dutch experience design firm Random Studio and invited customers to explore and discover the brand’s products.

Terracruda clay was applied by hand across the interior of the store to create an uneven surface and natural look. The earthiness of the clay visually juxtaposes against the rigid and solid forms that are populated by colourful bags and accessories.

Seating areas set within the curving displays are framed by views out to Duke Street and the nearby David Chipperfield-designed entrance that was added to the store in 2018.

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

“The inspiration for the design of the Jacquemus space owes 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 different way altogether,” she continued.

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

Interior image of a clay-clad seating area
Seating areas decorate the boutique

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

In Paris, Acne Studios opened a monolithic store on Rue Saint Honoré that is clad in Parisian limestone and references a Stockholm skatepark.

The photography is by Lewis Ronald.

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