03 Dec 2019 • Retail
Didier Faustino animates a 'punk' fashion house's brand DNA for its first store
After years of being stocked by established retailers including 10 Corso Como, I.T Hong Kong, Selfridges and Ssense, fashion brand Enfants Riches Déprimés (ERD) has cut the ribbon on its first store in Paris. Founder Henri Alexander Levy entrusted French artist and architect Didier Faustino to develop the 45-sq-m space, located in the capital’s third arrondissement near Place de la République.
Levy began the Los Angeles- and Paris-based label in 2012. The creative takes a controversial approach to retail: the artist and designer’s bold ‘punk’ values define the label, and he explained to Complex in 2016 that its output is best described as ‘elitist, nihilist couture’ – the brand name, in English, is ‘Depressed Rich Kids’. Formally, ERD presents itself as a ‘fashion house purveying arts, culture and commentary on the twisted impulses of the human condition through beautifully tailored garments and eclectic accoutrements.’
The two-level ERD space – situated behind a traditional French façade – nails that vibe. Falling somewhere between a bunker and a bank vault (the primary spatial references) it is intentionally designed to be cold and without affect, according to a spokesperson. Sculptural alcoves of grey marble and a sharp staircase leading down to the ground floor heighten the impact of the design, while carpeting and upholstery the shade of an unripe lime bring a certain punchiness to the store’s ambiance.
‘The ERD boutique is an enclosed grey zone, a geometrical boudoir and a surgical limbo,’ says Faustino. ‘The space has been shaped as a stage built of metal and stone to enclose the experience of desire.’