The Parisian department store’s 47,000sqm Chinese flagship brings the glamour and atmosphere of the Boulevard Haussmann original. The flagship stands to become the destination fashion department store for the increasingly style conscious and fashion-loving Chinese consumers.
With a long established working relationship with HMKM on many retail environments, the brief was to design a retail space that embraced a smaller boutique style interior. This was achieved with a design approach that adopted focuss light and contrasting layers of light to create a visually stimulating environment.
Large, programmable LED graphic panels were used to wrap around the double height entrance portal, displaying footage from top catwalk shows, to create a strong visual focus offering customers strolling into the building to be ‘accompanied’ by models wearing the latest collections.
Within the main atrium entrance, the drama continues with a spectacular LED display in the ceiling, replicating the historic Art Nouveau glass and steel coupole of the Boulevard Haussman store. This instantly brings the motif to life in the local Beijing context via the design of the domed ceiling in the two atrium spaces.