Frédéric Malle Boutiques: from intimate apartment to iconic design
The last shop of Editions de Parfums Frédéric Malle is currently the one of all the design magazines. Here, I wanted to bring a look more in depth about this brand that I love so much. I wear especially in my heart because several years before, I had chosen this brand as one of my subjects to graduate. I had then been seduced by the brand identity already in place and the preciousness of a teaching not having that - or almost — word of mouth to promote themselves. It was 2011. A look back at a quality retail course accompanied by big names in design architecture.
FRÉDÉRIC MALLE. The man behind the brand is not unfamiliar in the history of perfume. Grandson of Serge Heftler founder of Christian Dior perfumes, and collaborator of the prestigious creative laboratory Roure Bertrand Dupont, Frédéric Malle was born for the perfume. In 2000, when he created his first shop, he invented the term "perfume editor". As an editor, he oversees the process of olfactory production of works created by the most illustrious noses (Jean-Claude Ellena, Dominique Ropion, Bruno Jovanovic and many others).
2000. At Home
The first shop of EPFM, located at rue de Grenelle, was designed as a reconstitution of Mr. Malle's apartment. Designed in collaboration with Andrée Putman the great lady of design, the shop is a real invitation to come home and see his creations, this shop is very intimate, comfortable. We let ourselves be carried by the atmosphere Cabinet of curiosity around us and by the voice which tells us the story of each flavor and its extraordinary creator, as if we were installed in his living room.
2003/2006. The Workshop
Created respectively in 2003 and 2006, the shops at Avenue Victor Hugo and Mount Tabor's Street are two real fields of experimentation for the creator. The first one, conducted by Patrick Naggar, has a unique "Feeling Machine", when the second is imagined by Jacques Grange and tends to become a true workshop for Frédéric Malle. Custome made furniture and eclectic style, we also recover here the spirit of a Parisian apartment.
The Genuine Character
Located on Burlington Arcade, the London shop of Editions of Frédéric Malle perfumes is emerging as a strong and reconnaisable boutique style. The location and the remarkable work of Martin Szekely when he designed the main marble one-block table, make it a place you remember. Once again, we feel the spirit of the creator and his taste for beautiful pieces, styles combination, but also for this minimal French luxury so recognizable.
NEW YORK CITY
For his second New York store, Frédéric Malle appealed to the famous American architect Steven Holl ( Extension of the Museum of Art Nelson-Atkins in Kansas City, Ocean and Surfing City in Biarritz, France, etc ). The tone is set from the front. Very recognizable, it reminds us the architectural spirit of the 1970s. Inside, taking over the drawing of the façade, stands a monumental shelf that is more like an art piece than a simple display. The materials are valuable and always chosen with taste, Frédéric Malle impulse the demarcation that, first initiated by the product, continues in the shop. We are not in the retail sector, we are at the Editions of Frédéric Malle perfumes, and that will be remembered.
2016. the peak
Finally, in 2016, a fourth store opened in Paris. Far from being a back to the drawing board, this impressive store imaginated with the collaboration of Jakob and Macfarlane, is a turning point for the brand. Far from the intimate apartment of the beginning, we have here an imposing place, which through its mirrored walls multiplies and gives a lasting soul to Frédéric Malle's perfumes. Each object is a display, a table, or a cupboard by turns, inviting the curious to return, and the adventurer to stay.
Hoping to have made you discover a brand that I particularly like.
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