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Pop-up J.M. Weston on the Champs-Élysées

J.M. Weston goes to the movies at the Gaumont Ambassade movie thea­ter in a pop-up store desi­gned by loci anima. A unique shop­ping expe­rience reveals the links bet­ween the values of shoe­ma­ker J.M. Weston and cer­tain idea of the movies pro­mo­ted by Gaumont, in a space where the image is moving and fro­zen, flam­boyant and sober, ephe­me­ral but desi­gned to last…

Program Shoe store in a movie theater
Site 50, avenue des Champs-Elysées, Paris 8, France
Surface area 1 000m2 / 10 760 sqft
Cost of construction € 775 000 / $ 840 000
Timetable Completed 2016
Project Owner J.M. Weston

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

Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima
Pop-up J.M. Weston on the Champs-Élysées — © Loci Anima