JÉRÔME DREYFUSS, LONDON FLAGSHIP STORE

At the heart of the London tumult and installed in the prestigious district of Mayfair, the boutique - unique piece - by Jérôme Dreyfuss is signed by the architect Franklin Azzi.

Formerly a bank, the local shop Jerome Dreyfuss is transformed by the new architectural bias. Circulations and the distribution of spaces are rethought by the architect who, seizing volumes, reinterprets the codes of the brand to imagine a new showcase. The subtle blend of craftsmanship and luxury, specific to the identity of the brand, is reflected in the use of materials with characters and heterogeneous properties.

In the sales area, a mineral corona drawn on the ground and punctuated with steles in different types of concrete (shot blasted, banché, smooth, bush-hammered, sandblasted) delimits the space while becoming supports for leather goods. The contrast of the materials is then represented by the brutality of the concrete counterbalanced by the fineness of the leathers. In the bottom of the shop, these concrete bases become planters whose composition of cactus and climbing plants creates an interior garden.

The luminous crown on the ceiling echoes that on the floor. The layout of interwoven wooden frames, integrates lighting and conceals air conditioning. The use of wood is also found in the showcase by a stained oak claustra whose modular and mobile blades present the bags and shoes. Each blade being independent of each other, the cloister is metamorphosed and paces the showcase along its length, by new presentation scenarios.

Through interior architecture, the Jerome Dreyfuss boutique reinvents itself to the rhythm of each season and collections. The tailor-made arrangement meets the needs of the clientele, offering punctually natural leather seats, concrete display stands, enamelled lava bases and an intimate claustra between the outside and the inside. Concrete, wood, leather punctuate the space and highlight the identity of the brand: the masculine for the feminine.