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Brief Published: 7 Nov 2011

Moschino’s Paris Boutique


Luxury Italian fashion brand Moschino has enlisted Italian furniture design company Altreforme to create an eco-friendly, ultra-theatrical space for its new Paris boutique. Altreforme is famous for its transformative work with aluminium, predominantly in the automotive industry.

The concept for the new store, housed on the Rue du Faubourg Saint-Honore, is anchored in the theatrical Italian character of the Arlecchino (Harlequin). The brand has adopted it as a symbolic mascot to represent its frequently offbeat imagination and creativity.

Mixing nostalgic flourishes with sleeker, more contemporary design, Altreforme is planning to use antique glass and wood furniture, exactly as you’d expect to see in a traditional tailor’s shop, contrasted with industrialised aluminium in a variety of sinuous shapes. Delicate glass displays will put emphasis on Moschino’s bright accessories, while aluminium origami room dividers and heart-shaped mirrors in the dressing room reference the brand’s iconic image and logo.

However, it’s the ceiling design that promises to be the piece de resistance. Emblazoned with a pattern of coloured aluminium rhombuses, they will create a unique reflection on the merchandise below.

Moschino Boutique