L’Eclaireur - innovative shopping in Paris
Latest fashion trends in a concept storeby Hervé Dewintre
Extravagant interiors, bespoke services and a pioneering artistic direction which seeks out the most revolutionary designers: these are just some of the factors which explain why, over the last 30 years, l’Eclaireur has blown away the world of retail with its innovative and quirky take on fashion.
L’Eclaireur was established in the basement of a gallery on the Champs Elysees. Armand and Martine Hadida’s first boutique offered a smorgasbord of styles and fashions, innovative spaces and a wide range of designers. It was, without a doubt, the epitome of energetic Eighties fashion. The couple’s aim was to overturn the conventions of traditional retailing by transforming their boutique into a voyage of discovery. Five more boutiques have followed in the first store’s success; five places where dreams can become reality for fashion lovers.
The Sévigné store: a treasure box of innovation
In 2009, the couple turned to Arne Quinze to design their latest boutique. The aim was to create an imaginary city within the city itself through original architectural design and interactive installations. Construction took a whole year. More than two tons of wood planks were used to create the scenic decoration: an organic sculpture where 147 animated video screens were hung on the walls. Salvaged materials, printer plates and painted cardboard were all varnished with polyurethane to give a ramshackle effect: in total contrast to the Nineties merchandising, accidents became the inspiration for desires. Fashion accessories are placed among unique pieces and vintage objects. When night falls the boutique frequently turns into a gallery: an experimental space illuminated by video projections. And the story doesn’t stop there. This spring l’Eclaireur will open an original boutique in the heart of the mythical Royal Monceau hotel: the Royal Eclaireur has been designed by none other than Philippe Starck. A ‘non-boutique’ which bears witness to the hotel’s utter luxury and where high technology is taken to another level.
L’Eclaireur’s five boutiques:
12 rue Malher, 75004 Paris. Tel. +33 (0)1 4454 2411
26 avenue des Champs Élysées, 75008 Paris. Tel. +33 (0)1 4562 1232
10 rue Boissy d’Anglas, 75008 Paris. Tel. +33 (0)1 5343 8012
10 rue Hérold, 75001 Paris. Tel. +33 (0)1 4026 0715
40 rue de Sévigné, 75003 Paris. Tel. 33 (0)1 4478 0340
Restaurant L’Eclaireur, Galerie Royale 10 rue Boissy d’Anglas, 75008 Paris. Tel. +33 (0)1 5343 8012
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