Redefining Retail: Etam Paris Store by MVRDV
Situated in the heart of Paris, the Etam Paris Store designed by MVRDV stands as a testament to innovative retail architecture. Located on Boulevard Haussmann, opposite the iconic Galeries Lafayette department store, the project transforms a corner site into a captivating retail space that seamlessly blends modern design with historical preservation.
Maximizing Space and Light
MVRDV’s design capitalizes on the wedge-shaped floor plan of the building, emphasizing its classical facade while maximizing natural light penetration. Large windows adorn the exterior, inviting passersby to peer into the Etam store from both sides, creating an engaging visual experience for shoppers.
Interior Transparency
Internally, the design maintains a minimalist aesthetic, revealing the original stone structure in a sophisticated manner. A notable feature is the glass floor at ground level, allowing light to filter through to the basement while offering glimpses of the levels above and below. The transparency of the glass floor, coupled with a special film treatment, strikes a delicate balance between openness and privacy, mirroring the ethos of the lingerie brand.
Heritage-inspired Design
Drawing inspiration from Parisian cobblestone streets of the 19th century, the flooring of the basement and ground levels features light-colored wood laid in a distinctive pattern. This design choice pays homage to the city’s architectural heritage while infusing a contemporary touch into the interior space.
Sustainability and Preservation
MVRDV’s commitment to sustainability is evident in the preservation and modernization of existing buildings. By repurposing and renovating structures, the project reduces embodied carbon emissions associated with new construction. Moreover, the integration of historical elements, such as a pivoting “doorway” created from an original wall section, showcases the firm’s dedication to preserving heritage while embracing innovation.
Urban Integration
The Etam Paris Store seamlessly integrates into its urban surroundings, serving as both a retail destination and a cultural landmark. The Haussmannian facade provides a classical backdrop for events, such as Paris Fashion Week, where the store transforms into a dynamic stage set against the vibrant cityscape.
Conclusion
MVRDV’s design for the Etam Paris Store exemplifies a harmonious fusion of historical preservation, modern design, and sustainable architecture. By reimagining traditional retail spaces, the project sets a new standard for experiential shopping environments, inviting visitors to explore, engage, and celebrate the intersection of fashion, culture, and heritage in the heart of Paris.
