Designed by AMO, the research and design division of acclaimed architecture firm OMA (Office for Metropolitan Architecture) founded and directed by Pritzker Prize winner Rem Koolhaas, the Jacquemus boutique has been installed as a permanent retail space on the ground floor of London department store Selfridges.
The boutique incorporates full-height curved display shelves clad with MATTEOBRIONI’s clay and lime-based finishing plaster TerraCalix (product inspired by Moroccan plaster tadelakt ) in bespoke colour tones reminiscent of the local materials of Provence, the brand’s place of origin.
The clay and lime-based finish was applied by hand above all the surfaces of the shop in order to provide a slightly irregular surface and a natural appearance to the entire environment: anyhow in order to ensure greater strength and durability the floor has been covered with the reinforced clay and mineral-based coating TerraTon Floor.
The materiality of the clay visually contrasts with the rigid and solid shapes populated by colourful bags and accessories: floors and walls covered in reinforced raw earth exude warmth, calm and rural charm. Further enlivening this pleasant, contrasting atmosphere is the generous supply of natural light from the shop’s glass openings overlooking Duke Street.
Photography is by Lewis Ronald, Courtesy of Selfridges