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Since March 11, the Parisian label Lemaire, belonging to the Uniqlo group, has moved from rue de Poitou to 1 rue Elzevir. A new 340 m2 boutique in the beautiful Marais district, not far from the brand’s headquarters.
Lemaire continues its development with the opening of this new boutique, in a neighborhood that already hosts its offices as well as another store, dedicated to accessories.
New location means new inspirations. Entirely revisited by Lemaire’s head of architecture, this new space with its raw and industrial accents is eye-catching and appealing. The storefront, entirely black, frames large bay windows that reveal a refined and bright interior. A small nod to the brand’s first Parisian space.
“The space on rue Elzévir was thought out and elaborated by the Lemaire teams, materializing for the first time a part of our inspirations” explains the two designers in a release. “The new boutique showcases diverse craftsmanship that is equidistant from the core values we stand for and celebrates the functionality, convenience and flexibility that Lemaire clothing embodies.”
Between nature and industrial aesthetics
For the interior, the decorator relied on craftsmanship and know-how. The floor is composed of Bejmat tiles, straight from Fez, Morocco, and hand-woven abaca mats that accompany the tile patterns. A mixture of stones and fibers brings a natural look. The clothes hang from black metal rails, which give the store a minimalist, designer feel. Like a Pantone of colors, the pieces are presented in a gradient of light and pastel shades.
To reach the second floor, you have to climb a staircase, rough and concrete, which does not clash with the style of the store. Upon arrival, it’s a skylight that customers discover, with a large skylight, striped with dark metallic rods, which catch the eye. This second level is reserved for accessories, dear to Maison Lemaire. Between stone, wood and vegetation, the models are displayed in a calm and relaxing environment, whose furniture was imagined by the Italian graphic designer and modernist Enzo Mari. Apparatu’s ceramic displays were created by a Spanish family studio, directed by Xavier Manosa.
Hanging on the wall or presented on large wooden blocks, what is sure is that the accessories are perfectly displayed. One would almost want to stay on the sofa, placed in the middle of the room, between mirrored plants and decoration.
The place, oscillating between boutique and showroom, will host cultural events, whether exhibitions, meetings or even screenings. In May, the Parisian label will organize an exhibition of the artist Noviadi Angkasapura. Originally from New Guinea and inspired by the world around him and the spirit that inhabits it, the artist has imagined a capsule collection 100% cotton. These imaginary characters come to life through the garment, which gives a sense of movement, once worn.
Outside the walls and outside France
The opening of this new store is part of Lemaire’s strategy to develop new spaces, in France and elsewhere, “to expand the brand’s reach, while remaining true to its philosophy” in the words of Laetitia Mergui, CEO. “This new exhibition and experiential space will serve as a platform for Lemaire and all other spaces the brand will seek to create in the future, paving the way for consistent long-term growth.”
Lemaire enjoys a strong following among Asian customers, who mainly come from South Korea and Japan. The brand has two boutiques in Paris and a corner at Galeries Lafayette Haussmann. Worldwide, it is present at Galeries Lafayette in Beijing and Shanghai in China, as well as at Dover Street Market and in concept stores in Tokyo and Beijing. In South Korea, it has a dozen shops-in-shops, between Seoul, Busan and Daejeon.
A new store that marks the growth of the brand and its ambition to further develop its scope but also its ideas and identity.
Read also >Paris : Lemaire opens its second shop on Place des Vosges
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Since March 11, the Parisian label Lemaire, belonging to the Uniqlo group, has moved from rue de Poitou to 1 rue Elzevir. A new 340 m2 boutique in the beautiful Marais district, not far from the brand’s headquarters.
Lemaire continues its development with the opening of this new boutique, in a neighborhood that already hosts its offices as well as another store, dedicated to accessories.
New location means new inspirations. Entirely revisited by Lemaire’s head of architecture, this new space with its raw and industrial accents is eye-catching and appealing. The storefront, entirely black, frames large bay windows that reveal a refined and bright interior. A small nod to the brand’s first Parisian space.
“The space on rue Elzévir was thought out and elaborated by the Lemaire teams, materializing for the first time a part of our inspirations” explains the two designers in a release. “The new boutique showcases diverse craftsmanship that is equidistant from the core values we stand for and celebrates the functionality, convenience and flexibility that Lemaire clothing embodies.”
Between nature and industrial aesthetics
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Since March 11, the Parisian label Lemaire, belonging to the Uniqlo group, has moved from rue de Poitou to 1 rue Elzevir. A new 340 m2 boutique in the beautiful Marais district, not far from the brand’s headquarters.
Lemaire continues its development with the opening of this new boutique, in a neighborhood that already hosts its offices as well as another store, dedicated to accessories.
New location means new inspirations. Entirely revisited by Lemaire’s head of architecture, this new space with its raw and industrial accents is eye-catching and appealing. The storefront, entirely black, frames large bay windows that reveal a refined and bright interior. A small nod to the brand’s first Parisian space.
“The space on rue Elzévir was thought out and elaborated by the Lemaire teams, materializing for the first time a part of our inspirations” explains the two designers in a release. “The new boutique showcases diverse craftsmanship that is equidistant from the core values we stand for and celebrates the functionality, convenience and flexibility that Lemaire clothing embodies.”
Between nature and industrial aesthetics
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