In Paris with Sportmax
Sportmax renovates its new flagship store in Paris
Sportmax gets a facelift and renovates its store in Rue des Saint Pères, Paris.
The renewed space follows and further develops the store concept conceived in 2013 for the Milano Store by architect Vincenzo de Cotiis.
It covers an area of 217 sqm and it features 5 windows of the historical palace it is located in, that act as frames of each mannequin.
The project is one of a kind and is distinguished by the extremely innovative design of the volumes and the materials, which aims to place the garments, their lines and shapes at the centre of attention.
The colour scheme is dominated by bold lipstick nude, a shade that has always been part and parcel of the brand, and creates a particularly cutting edge atmosphere with its hues. Another fundamental characteristic is the clever combination of materials used, such as amber and pink tinted glass, stainless steel, brass and marble, which creates refined contrasts with shiny and matt surfaces.
The balance between the past and modern is perfectly aligned with the philosophy of Sportmax, which has built up its success by enhancing its heritage and through endless stylistic experiments.
The topic of experimentation, which is extremely important for the brand, returns once again in the choice of moods and tactile effects expressed through the use of materials and volumes: the furnishings are created using geometric shapes and are dotted around the store like real sculptures.
Thanks to the atmospheric lighting and characteristic essential, dynamic furnishing elements, the spotlight is all on the collections and accessories of the brand: Sportmax and Sportmax | Code.
The store is able to further enhance the freshness of the brand, which has been on the French market since 1999.