Design: Dalziel and Pow
Opening date: December 2016
Following a six-year relationship with design agency Dalziel and Pow, Paris' newest department store in Lima, Peru includes three key departments – Mens, Sport and Home – along with a refreshed brand expression throughout the space. The design builds on the 'House of Paris' concept created for the retailer's new flagship format stores.
The space introduces a more polished urban feel, a boldly playful graphic direction, improved navigation and a conversational tone of voice. Led by the core values of 'Experimental, Contemporary, Innovative and Engaging', the three-floor store inspires shoppers. The navigation has a highly tactile, premium appeal, inspired by art exhibitions, origami patterns and wellbeing elements such as natural foliage. Customers are organically drawn in and led through the space by these creative cues, for example, Barrosol light features and geometric shapes become denser in focal point areas, and a series of patterned tiles across the floor and ceiling form a gradient from the entrance through to the atrium.
The Menswear department includes fashion, casual, shoes and formal, and gives each sub department a distinct visual identity. In the fashion section, the graphic mood is confident and urban with clashing textures and colours, and a statement neon installation. Men’s casual, meanwhile, offers a crafted and domestic lifestyle aesthetic, eclectically layered and featuring editorial style typography. For formalwear and footwear, honest materials and educational quotes convey expertise, warmth and service excellence.
The new Sports department motivates customers to ‘aim high’ through its playful, dynamic design. A mix of striking neon yellow and grey, strong destination signage and graphics include calls to action such as ‘strive for progress, not perfection’. Throughout this vibrant space, imagery of the great outdoors on floor-to-ceiling panels adds an emotive storytelling element. The cash desk features a dramatic suspended light installation featuring moving interactive balls.
The fresh Home concept transports shoppers to a premium marketplace reminiscent of London’s Spitalfields, with inspiration taken from the 2016 Serpentine Gallery. A series of boxes form a central pavilion to showcase highlights of the collection. Establishing a clear customer journey, each department is signposted by a focus wall patterned in bold product silhouettes. The ownable typographic style spells out both inspirational and informative product guidance (e.g. how to choose a mattress or washing machine) in an engaging conversational voice. Room sets cross-merchandising home looks are joined by a seasonal shop-in-shop, and a workshop-style hub for bespoke interiors featuring helpful design magazines and ‘mix & match’ materials samples.