Concept boutique Colette in Paris on Monday unveiled its newly revamped interior, designed by Japanese interior designer Masamichi Katayama. The fashion emporium also re-launched its online boutique, which sells quirky one-offs and limited edition items. The key look of the store is a graphic interplay of white walls with glass, steel and black leather merchandising units and tables, which artistic director Sarah Lerfel told Womenswear Daily is more a cosmetic enhancement than a radical departure from Coletteâ€™s original look.
â€œThe interior was already timeless. We wanted to make it lighter and create a dialogue between the different universes; to have less of a break between the shop floors,â€ she said gesturing to the new, brightly lit steel and mirror beauty counters flanking the fashion area on the first floor.
The 8,000-square-foot Rue du Faubourg Saint-HonorÃ© shop closed for renovation on July 7 with shoppers rerouted to an ephemeral Mini Colette in the neighboring Place du MarchÃ© Saint HonorÃ©, as well as the retailerâ€™s online shop. The remodeling marks the first time changes have been made to the storeâ€™s interior since it opened in 1997.
A raised merchandising perspective greets visitors on the ground floor, dedicated to streetwear culture, from an aquarium-like glass and steel structure situated at the storeâ€™s entrance â€” housing rails of hip T-shirts â€” to a glass wall of rectangular shelving units showcasing the storeâ€™s ever-rotating, flashy range of collector sneakers. Coletteâ€™s new shoe for Adidas, Consortium, is among the selection.
â€œWe wanted to encourage customers to spend as much time shopping downstairs as they would upstairs,â€ said Lerfel.
The storeâ€™s electronic gadget tables now stand in the former book area, while corners dedicated to the streetwear brands A Bathing Ape, Original Fake, A Life and BBC/Ice Cream line the right wall. A Bathing Apeâ€™s mosaic-floored corner section features raised steel and glass display cabinets that resemble fish-and-chips counters.
According to a spokesman, Mondayâ€™s bestsellers included pieces from the new streetwear corners, as well as Marc Jacobsâ€™ black bowling bag for Colette, priced at 67 euros.
Key features of Coletteâ€™s freshly streamlined basement Water Bar, meanwhile, include integrated steel refrigerators, Colette-blue aluminum chairs and a black leather banquette.