Bookworm boutique

The space, conceived by the brand’s artistic director Julie de Libran in collaboration with publisher-director Thomas Lenthal and artist André Saraïva, pays homage to the Left Bank’s celebrated history as a cultural hotspot. 

The store, which is a showcase for the designer’s latest range of clothing and accessories, is designed to be as appealing to the most fervent reader as it is to the city’s fashionistas. Dominated by thousands of books, the space is on two levels. The ground floor is a labyrinth of pale wooden bookshelves and the first floor features a specialist section covering the visual arts.

‘We need history as much as we need fashion,’ says Rykiel. ‘I don’t want to say that the [area] has turned to fashion shops, but it’s important that we respect that. It’s always been part of the culture here… I’m not saying we open a library, but maybe there are ways to mix these ideas together.’

The Big Picture: Smart brands are feeding on the aesthetics of their local areas, and taking the opportunity to adopt the themes and design cues of their surroundings to attract new customers. Read our Chameleon Brands microtrend for more.