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