AMO-OMA's permanent boutique for Jacquemus inside London's Selfridges — where sinuous, hand-applied clay shelves, floors and vertical surfaces bring the romantic aesthetic of Provence into the heart of Oxford Street, letting organic matter dialogue with the rigid geometry of high fashion.
products in use
about this project
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 MBTecnica Wall Smooth, a fine-grained clay and mineral-based plaster. The custom color tones are inspired by the raw materials of Provence, the brand’s place of origin.
This hand-applied finish covers all vertical surfaces, providing a subtle, organic texture and a natural appearance to the entire environment. To ensure maximum strength and durability, the floor was treated with MBTecnica Floor Smooth, a reinforced clay and mineral-based coating that maintains total visual continuity with the walls.
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: Lewis Ronald, Courtesy of Selfridges
In real spaces
