ABOUT THE PROJECT
The new J. M. Weston store, a real “flagship” according to Thierry Oriez, its Chairman, at 55 avenue des Champs Elysées, opened its doors at the end of last year. It emphasizes the brand’s resurgence.
The 400 m² Art Deco-inspired space was designed by JOSEPH DIRAND as a Parisian apartment adorned in walnut, gray and black marble, cut stone and beige leather.
The challenge for DALCANS: to compose and harmonize the digital side of things, taking into account, on the one hand, the characteristics established by the Art Deco movement, such as the use of strict forms and constant movement, omnipresent black and glassware, and, on the other hand, the brand’s resolutely innovative ambitions.
Dalcans response was the installation of oval, dark gray-tinted video-mirror frames showing poetic content evoking the company’s values and history.
“It is about keeping and surprising our loyal customer base, as well as winning over new customers who are not yet familiar with us, including the new generation,” Thierry Oriez.
The integration of new technologies within the store supports this ambition and follows the company’s strategy.