ChloÃ© flagship stotre at Saint-HonorÃ© Paris
When Clare Waight Keller and Joseph Dirand were chosen to create ChloÃ©â€™s flagship store at 253 rue Saint-HonorÃ©, the fashion houseâ€™s British-born Creative Director conveyed to the Parisian architect the image of the ChloÃ© woman with an aura of seventies sensibility.
ChloÃ©â€™s DNA is imprinted on naturalness, freedom and modernity. And the store at 253 rue Saint-HonorÃ© is the perfect illustration of the intangible elegance of this bold woman. Architect Joseph Dirand created this feminine world where unassuming luxury shows through in the ready to wear collections.
This very masculine architect who is used to playing on contrasts, clean lines and sharp angles, embraces the brandâ€™s fundamental identity and is influenced by its rich, flowing materials, its shades of soft beige and ivory and its curvaceous shapes and gilded metal forms.
Clare Waight Keller and Joseph Dirand together created the space that reproduced the identity of ChloÃ© â€“ transparent and slender silhouettes are designed to reflect the personality of every woman.
A light-filled space where one can wander around freely, it is designed with poetry and luxury and reveals a natural hospitality, a â€œcool attitudeâ€ that defines the ChloÃ© spirit and its welcome.
Beginning at the ground floor, the visitor is grabbed by the interplay of transparencies, the stairs and succession of rooms displaying the core of the collection, leather goods and shoes.
The furnitureâ€™s organic lines are designed by Joseph Dirand, and a tribute to designers like Maria Pergay, Gabriella Crespi or Willy Rizzo. The furniture has been produced by the greatest French craftsmen. The shelves, delicate and light as leaves, blend into the decor.
Everything is balanced by the natural and shifting light from the verdant patio which filters in through the bay windows and skylights. The atmosphere which is created offers chloÃ© women and young girls a world cultivated by affinities.
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