Re­vis­it­ing Paris

VM&RD - - INTERNATIONAL DESIGN -

Paris, one of Chile’s lead­ing depart­ment stores, has repo­si­tioned it­self in the mar­ket with a brand new look that is con­tem­po­rary, eclec­tic and pre­mium. De­signed by Daziel & Pow, the new womenswear con­cept for the brand’s Costan­era store in San­ti­ago stands out with its dis­tinc­tive look and per­son­al­ity.

Al­ready one of Chile’s lead­ing depart­ment stores, Paris saw an op­por­tu­nity to re­po­si­tion them­selves within their mar­ket as ‘The Des­ti­na­tion Depart­ment Store’, and be known for ser­vice, fash­ion and style. Ac­cord­ing to Dalziel & Pow, with Chile’s con­tin­ued eco­nomic growth and its con­sumers’ in­creased aware­ness of global brands such as Topshop, Zara and H&M, the need to el­e­vate Paris’ po­si­tion was height­ened. The an­swer was a com­bi­na­tion of fash­ion edit­ing, the in­tro­duc­tion of new brands and a more ex­cit­ing shop­ping ex­pe­ri­ence that would help dif­fer­en­ti­ate Paris from their com­peti­tors and be­come syn­ony­mous with Chile’s de­vel­op­ment by tar­get­ing the needs of the emerg­ing, and more af­flu­ent pro­fes­sional mid­dle class. Ac­cord­ing to Dalziel & Pow, the brief was to cre­ate an ‘own­able’ and dis­tinct brand per­son­al­ity for Paris that would stand out in a rather ho­mogenised mar­ket­place and po­si­tion them as the leader in women’s fash­ion.The con­cept was de­vel­oped to unify the look and feel of the depart­ment as a sin­gu­lar state­ment, while cre­at­ing a flex­i­ble ar­chi­tec­ture that could ac­com­mo­date any num­ber of brands. Mea­sur­ing 2500 sqm, the store is spread over five lev­els where the de­part­ments are sub­di­vided into dif­fer­ent ar­eas – clas­sic, ca­sual, youth fash­ion/denim and lin­gerie – with each hav­ing its own dis­tinc­tive look and feel. ‘Green walls’ cre­ate dra­matic fea­tures at each of the en­trances into the store from the mall.

A fem­i­nine and ro­man­tic look takes over the lin­gerie sec­tion, which is done in full-height freight cut screens, white ash tim­ber cladding and high-end dropped lighting, whereas the denim depart­ment is a strong young ur­ban space cre­ated through use of dis­tressed tim­ber planks and stencil colour over­lays, ren­dered from floor to wall. The de­sign brief also was to re-brand Paris’ youth fash­ion la­bel ‘Op­po­site’. The new de­sign cre­ated was bright, bold and play­ful and in­cluded a new logo de­sign, brand pre­sen­ta­tion and a new fix­ture con­cept. An in­ter­est­ing el­e­ment is a be­spoke chain cur­tain which cre­ated a dra­matic en­trance to the brand space. An ex­ten­sive var­ied mix of nat­u­ral, rich and ur­ban fin­ishes and tex­tures were used to

‘Green walls’ cre­ate dra­matic fea­tures at each of the en­trances into the store from the mall

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