La Samaritaine

Great Expectations

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Opened in 1870 by a modest salesman, “La Sam’s” growing popularity led architect Frantz Jourdain to convince the family to commission a new iron-framed Art Nouveau building in 1910, bringing art into the streets of Paris. In 1928, the retail space expanded with Henri Sauvage’s Art Deco extension. When LVMH acquired the four timeworn buildings in 2005, the challenge was how to preserve their storied heritage while breathing new life into them.

Creative Constraints

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Redesigning the Art Nouveau interior, now known as the Pont Neuf side, presented the challenge of harmonizing with the expressive, heritage-protected architecture rather than overshadowing it.

Over Indexing

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The original brief targeted foreign tourists, but we rethought the idea, knowing that visitors come to experience the authenticity of Paris and French culture. Rather than designing something to appeal to a global audience, we found that imbuing the space with local references would resonate more deeply with those from afar by creating a stronger sense of place.

Discovery Center

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Inspired by The Flâneur, Edmund White’s book on Paris, the building’s shallow floor plates naturally support a spatial layout that encourages strolling rather than the cavernous aisles and mission-driven shopping typical of multibrand stores found in airports.

Bonding Brands

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Inspired by the building’s architecture, we designed fixtures that guide the shopping experience subtly - integrated yet unobstructive. With fine, subtle detailing, the fixtures create a cohesive backdrop for the merchandise and support LVMH’s portfolio of brands—each with a distinct voice—coming together as an ensemble cast on a stage that already carries strong character.

Spaces

Products

Art

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Studio Timeline

Culture

Approach

La Samaritaine

Second Coming

Great Expectations

Creative Constraints

Over Indexing

Discovery Center

Bonding Brands

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