Dutch studio AMO has used pillows to form the display stands and line the walls in this tactile womenswear boutique by fashion brand Jacquemus in Paris, France.

The 60-square-metre shop, set in the department store Galeries Lafayette Haussmann, was designed to feel like a bedroom according to AMO, which is the research and design arm of architecture firm OMA.

“The location of the shop within the Galleries Lafayette – without windows or daylight – led to the idea of creating a bedroom-like environment: a room entirely made of pillows,” said OMA partner Ellen van Loon.

“It is a cocooning and relaxed atmosphere, inviting customers to lounge and browse for as long as they want,” she told Dezeen.

The linen pillows were designed to reference the textiles of Provence, where Jacquemus founder Simon Porte Jacquemus grew up.

“We explored a material palette that aims to capture the atmosphere of Provence,” said OMA architect Giulio Margheri.

“The fabric of the pillows is a reference to the linens of the South of France,” he told Dezeen.

AMO also added a stack of pillows to serve as a seating area for shoppers, as well as a spot to showcase Jacquemus’ signature tiny bags.

The studio completed the store’s easy-going atmosphere with the help of a stripped-back scheme, including cream-coloured carpet, soft lighting and clothing rails in a milky beige hue.

AMO previously designed another store for Jacquemus inside the London department store Selfridges. Much like the brand’s Paris outpost, the shop was wrapped entirely in a single material – clay.

“The design of the Jacquemus boutiques in London and Paris began with the idea of testing the limits of working with a single material,” Van Loon explained.

“Instead of working on the design first and deciding on the materials afterwards, we let the materials dictate their presence in the space.”

The Jacquemus store is one of many retail interiors AMO has designed in Paris.

Among them is a pop-up shop by Tiffany & Co that showcases an array of jewellery pieces and a flagship store for clothing brand Off-White that features abstract interpretations of Parisian courtyards and flea markets.

Project credits
Partner: Ellen van Loon
Architect: Giulio Margheri
Team: Valerio Di Festa, Camille Filbien and Mattia Locci

The photography is by Benoit Florençon, courtesy of AMO.