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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|
|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