When you feel beautiful inside, your outside should follow! This saying inspired us to look for eccentric storefronts where art and fashion meet.
Storefronts are meant to attract attention. And if you play it really smart, you can turn a storefront into a real piece of art! Our own Giuditta Giorcelli selected nine extravagant boutiques that take you for a unique shopping experience!
Camille Walala | Giorgio Armani
Whoever said that fall is a grey season, hasn’t seen the new-pop signed Emporio Armani. For his Fall/Winter collection of 2016, the famous fashion designer collaborated with the eccentric French artist Camille Walala. This collaboration resulted in a sparkling combination of colors and accessories. To celebrate the big reopening of the new store in Saint Germain des Prés – one of the most vibrating districts of Paris – they brought the late 80s kaleidoscopic patterns back to life. Brightening up the shopping experience with some neon blue and fuchsia, the artist transformed the boutique into a geometric forest to get lost in.
Rotganzen | Zara
In 2016, to celebrate Fashion Week, ZARA decided to transform four of its flagship stores in London, Milan, Tokyo and Paris in shining dance floors. The clothing brand decided to invite Rotganzen– a Rotterdam-based design collective – to fire up the windows of its shops with a gleaming forest made of melting Quelle Fête disco balls. From the clothes to the glitter studded objects, everything on display contributed to the creation of a retro-modern atmosphere. Indeed, this enchanting setting didn’t fail to catch passers-by’s eyes, who couldn’t miss their chance to join the party!
Melrose Avenue | Paul Smith
Paul Smith’s iconic store pink store in Los Angeles seized the occasion of the International Pride Project to add some extra colors to the exterior of this building. His flawless pink wall on Melrose Avenueis already one of the landmarks of Wynwood, the famous neighborhood dotted with boutiques, art galleries, and murals. The reactions to this glowing rainbow were overwhelming, both online and offline. The Instagram-friendly wall caused more than 100 thousand mentions, from inspiring creative pictures to people trying to get the perfect angle for a selfie. During the first weeks the mural had a positive effect on sales in the store, but most importantly it keeps increasing people’s familiarity with Paul Smith as a brand. Now, back to pink, the store still attracts many curious visitors.
Hellbent | Ralph Lauren Denim & Supply
In 2013, Ralph Lauren decided to dress up its Ralph Lauren Denim & Supply storefront with colorful murals. Street artist guru Hellbent kicked off this Art Wall Projectin NYC and after him many other emerging talents followed. This large-scale installation combines urban art, fashion and technology becoming an interactive experience for everyone. Here, merchandise and entertainment fuse in what they call merchantainment. Through an app, people can engage with the artwork and find out more about the artist, but there’s more they can do. The artists’ mesmerizing abstract work, realized with the use of self-carved plaques, was also the pattern for a limited collection of merchandise. By purchasing a piece of this collection, customers support students of the School of Visual Arts, which has formed famous artists such as Keith Haring and Kenny Scharf.
MVRDV | Chanel
The Dutch architects of MVRDV give a new interpretation to the aesthetic of local architectural heritage. Their collaboration with Chanel led to a modern twist to the legendary style of historical buildings in downtown Amsterdam. The façade of the boutique is constructed with handmade and eco-friendly bricks of translucent glass. Finding an innovative compromise, this artistic wonder solved the problem of combining the functionality of a storefront while honoring the restraints that apply to the historic city’s districts. Not everyone dares to enter the store of this luxury brand, at least now you can get more than just a glimpse of the space behind this transparent wall. Passers-by can dream about a perfect Chanel skirt to match their shoes, or in which color they’d prefer a Boy bag. By crossing the glass wall, maybe their dreams might come true!
Yayoi Kusama | Louis Vuitton
In occasion of a retrospective of the dot-obsessed artist Yayoi Kusama at the Whitney Museum of American Art, bags, shoes and ready-to-wear clothes become works of art too. The Maison Louis Vuitton celebrates the tie between fashion and contemporary art through a collaboration with the provocative Japanese artist. Watch out: it could cause dizziness and hallucinations! The painstakingly precise and bold dot prints will be spread around the world with a collection that carries out Yayoi’s life motto Love Forever. Sensational, fully immersive window displays and interiors – realized by the artist herself – featured the iconic polka dots, flowers, nerves, and pumpkins. Entering the hypnotic and infinite universe created within the four walls of a shop brings into a psychedelic wonder, a magical experience that challenges our senses.
Storefront for Art and Architecture
Art, architecture and design meet at Storefront for Art and Architecture , a non-profit organization that promotes experimentation and innovation to tear down the physical and psychological boundaries of the art world. In 1993, the star architect Steven Holl and the artist Vito Acconci materialised the vision of the gallery with a dynamic façade made of twelve movable panels that can expand its length out into the street. The building, whose doors, windows and shelves can be combined endlessly, is a changing piece of art where people interact directly with design and urban space. The space dissolves and all of a sudden passers-by will find themselves inside – or outside?
Jake & Dinos Chapman | Louis Vuitton
The British duo of visual artists Jake and Dinos Chapman comes back with their grotesque style and disturbing universe. This time though, their drawings are Louis Vuitton’s luggage, leather goods, and fabrics. Known for the way they appropriate – and violate – other artworks, for the Spring/Summer Collection of 2017 the brothers applied the subversive British punk subculture to the wildness of Africa. Dreamlike elephants, giraffes, and zebras roam around the streets. To get their hands on these art objects, people need to walk through the twisted animals and boggle-eyed statues that adorn the stores – as if shopping wasn’t wild enough already! Altogether the very surreal result perfectly matches what the fashion house stands for and wants to create: a luxury dream.