Place Vendôme’s young lady is enjoying a renaissance. The sleeping beauty, which was bought by AMS Industries, sees itself
rejuvenating. Benjamin Lobel and Manuel Mallen, its directors, have entrusted centdegrés to bring to life this renewal through
their boutiques’ architecture.
Poiray likes to be introduced as “young, refined, with a sturdy character enrobed with an elegant touch”. We aimed to translate
this vision with a particular mindset: “reestablish balance through playing with contrasts”. Noble materials, such as brass, create
an initial impression of well-established luxury, worthy of a notable jeweler and watchmaker like Poiray. However, the journey
inside the boutique holds surprises in store.
The contrasts we worked on have helped enable this. The prestigious heritage stands alongside daring stances: a section of
wall covered with a wallpaper echoing the inspirations of the current collections; or a circular staircase going all the way to the
ceiling, to dramatize the elevation; fineness meeting generosity; or walls making light of the brilliance of suspended displays.
