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Paris
France
Date complété
jsdnzd
Project type
Retail
Description
Within Printemps Haussmann, Hazard Studio has designed a 30 m² corner for McQ reflecting the image of the Alexander McQueen fashion house: an urban and intimate capsule where brushed steel, concrete, and light wood create a minimalist backdrop, designed to showcase the collections in all their uniqueness.
Founded in 1992 by Alexander McQueen, the fashion house quickly established itself as one of the most subversive forces in British fashion. After succeeding John Galliano at Givenchy from 1996 to 2001, McQueen expanded his international brand with boutiques in London, New York and Milan, whilst launching the McQ line in 2006, aimed at a younger, urban clientele. His creations, embraced by icons like Lady Gaga, transcended clothing to become genuine cultural artefacts. Since the founder's passing in 2010, Sarah Burton has led the creative direction of the house with the same exacting standards.
On Boulevard Haussmann, just a stone's throw from the Opéra Garnier, the McQ corner reveals itself as a unique stopover within Printemps. In this 30 m² capsule-like space, the scenography precisely reflects the brand's personality. Brushed steel, concrete wash, and light wood mingle with graphic patterns displayed on the furniture surfaces, creating a resolutely urban decor where every piece seems to float in space.
The experience is not limited to mere contemplation: it is a sensory immersion. Upon entering, a sense of calm envelops the visitor, enhanced by the soft ambient sound. The desire to explore the collections blends with the curiosity to touch the materials, to feel beneath one's fingertips the texture of patinated leather or the lightness of a veil. Every detail seems to hold a story, each piece of furniture invites you to linger.
The light, meticulously balanced, plays a central role in the staging. It caresses the textures, revealing the softness of the concrete and the refinement of the materials, highlighting the contrasts between matte and gloss. Subtle halos bring the reliefs to life, while directed spots of light elevate the depth of the colours and the precision of the finishes.
Where other corners opt for ostentation, this one chooses intimacy. Hazard Studio orchestrates a harmonious dialogue between materials and lines, creating a coherent environment conducive to individual emotion, where the attention paid to every detail becomes, in itself, a form of elegance.
(UPCOMING PROJECTS)
