in one among paris‘ prime purchasing areas, MVRDV has designed the flagship store for french lingerie model, etam. following one of many dutch structure studio’s key sustainability methods, the undertaking concerned the renovation of a 19th-century haussmann constructing, exhibiting the potential of adaptive reuse in decreasing the embodied carbon impression of latest building. the design adopts a ‘stripped down’ strategy by eradicating partitions and inserting glass surfaces, which goal to ascertain a revealing yet intimate ambiance identical to the lingerie on sale.
pictures © ossip van duivenbode
occupying a nook web site instantly throughout from the galeries lafayette division store, MVRDV‘s design makes use of the building’s distinguished location and wedge-formed flooring plan. the outside has been stripped again as a lot as attainable – highlighting the constructing’s clear classical look, permitting loads of mild to enter the store from either side, and creating massive home windows for show.
inside, the ‘stripped down’ design strategy is sustained. by eradicating part of the entresol flooring above and a lot of the inside partitions, the unique stone construction is elegantly revealed. on the first flooring stage, a glass flooring has been constructed, permitting mild to filter by and offering clients with a fascinating purchasing expertise. this flooring is handled with a particular movie that makes it clear when considered at an angle however clouded when considered from instantly above or under, offering privateness and stopping vertigo for these standing on the glass flooring.
the basement is accessed by a grand central staircase. these stairs, in addition to the flooring of the basement stage and the again of the bottom stage, are completed with a lightweight-coloured wooden laid on its finish, impressed by the ‘pavé en bois debout’ cobbled streets that had been broadly used in paris in the 19th century. the sample created by this flooring was additionally developed into the non-slip sample utilized to the glass flooring, unifying the 2 flooring sorts right into a single entire.
”unravelling magnificence’ is nearly a generic and everlasting worth that may be discovered someway from the world of lingerie. the revealing – however directional – glassification of the store permits for a fragile stability between transparency and privateness, for intimacy and distance, unravelling the great thing about haussmann and etam’s merchandise, customers, and guests’, says MVRDV founding accomplice winy maas. ‘in the stores we design, we often like to try new, unexpected materials and love to play with different types of glass. the etam flagship store is the first time we have brought these approaches to a building where so much of the existing structure must be maintained.’
‘we chose to work with MVRDV and architect winy maas for their creative force and their exceptional concepts that are both unusual and innovative – while respecting the architectural heritage of buildings that shape cities’, says laurent milchior, CEO of etam group. ‘winy maas was able to reassess the space around a central idea: revealing the spectacular volumes and shapes inherited from haussmann in order to deliver a contemporary vision of a next-generation store. the result is spectacular: a play of transparency, a mix of beautiful raw materials and technical feats – as demonstrated by this glass floor, unique in the world!’
in addition to offering a extra sustainable intervention, the renovation of the prevailing haussmann constructing ensures the preservation and continuity of tradition and heritage. through the demolition of the constructing’s interiors, a bit of an unique wall was uncovered. though there was no query that this historic ingredient deserved preservation, it additionally introduced a major impediment inside MVRDV’s open floorplan idea. taking inspiration from the work of artist gordon matta-clark, the design group labored with stone consultants to remodel the wall part right into a 5-tonne pivoting ‘doorway’, preserving the openness of the store’s floorplan, however all the time with the choice for the historic wall to be merely rotated again into place.
the peninsular city setting of the store has already been taken benefit of for an occasion throughout paris vogue week, in which the store grew to become a stage set and the encompassing sidewalk a runway for the style present. for such occasions, the haussmannian façade gives a classical backdrop however it additionally presents a up to date feeling with its sober and nearly invisible additions.
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undertaking data:
undertaking identify: etam paris
location: paris, france
yr: 2020
consumer: etam
measurement and program: 3767 ft2 (350 m2) retail store
architect: MVRDV
founding accomplice in cost: winy maas
accomplice: bertrand schippan
design group: catherine drieux, herman gaarman, nicolas land, charlotte kientz, ana melgarejo lopez, clémentine bory, clémentine artru, quentin aubry, francesco barone, maxime richaud, gabrielle evain, manon vajou, sarah sioufi, rouba daham
images: ossip van duivenbode
copyright: MVRDV 2020 – (winy maas, jacob van rijs, nathalie de vries, frans de witte, fokke moerel, wenchian shi, jan knikker)
companions:
co-architect: ateliers AUAV
contractor: LBC (concrete + steel construction), BATIPOSE (stone), ASMT (glass flooring + glass façades)
structural engineer: KHEPHREN
particular glass engineer: eckersley o’callaghan
MEP: GAMA ingenierie
value calculation: BMF
environmental advisor: B27 INGENIERIE
inside architect: ateliers AUAV
visualizations: RZGraphics
