J.M. WESTON pop-up store by Loci Anima Architects
Loci anima arrives in the Gaumont movie theater on the Champs-Élysées to investigate the codes of J.M. Weston and to offer a set-up that is revealing of and sensitive to the shoe brand and its traditional codes.
The visitor comes into a timeless space mixing authenticity and extravagance, with a whispering of the story you tell yourself as well as others as you walk towards your destiny wearing a pair of J.M. Westons.
Faithful to the brand’s demand for sobriety, loci anima created a plan langlasting and durable with intense effects, notwithstanding its frugal nature: the flight cases used to display the collections will be used for transporting this exhibition to future destinations, as the furniture and movie set-up tie in with each other, in a tailor-made approach that the shoemaker so appreciates.
Photos : Massimo Pessina
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