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 Colette’s original look.
“The 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,” 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-Honoré shop closed for renovation on July 7 with shoppers rerouted to an ephemeral Mini Colette in the neighboring Place du Marché Saint Honoré, as well as the retailer’s online shop. The remodeling marks the first time changes have been made to the store’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 store’s entrance — housing rails of hip T-shirts — to a glass wall of rectangular shelving units showcasing the store’s ever-rotating, flashy range of collector sneakers. Colette’s new shoe for Adidas, Consortium, is among the selection.
“We wanted to encourage customers to spend as much time shopping downstairs as they would upstairs,” said Lerfel.
The store’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 Ape’s mosaic-floored corner section features raised steel and glass display cabinets that resemble fish-and-chips counters.
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According to a spokesman, Monday’s bestsellers included pieces from the new streetwear corners, as well as Marc Jacobs’ black bowling bag for Colette, priced at 67 euros.
Key features of Colette’s freshly streamlined basement Water Bar, meanwhile, include integrated steel refrigerators, Colette-blue aluminum chairs and a black leather banquette.