A new Champs-Élysées streetwear shop got its inspiration from a hardware-store icon

Paris – Pin this to your ‘everyday packaging design inspiring retail spaces’ collection: one of the newest shops on the Champs-Elysees owes its look to the humble Krylon spray can.

But the graffiti reference makes sense: the menswear brand, Homecore, was the first homegrown name to push streetwear in France, some 25 years ago. ‘It’s indeed a check to graffiti, but also a declaration of love to the “Peace, Love, Unity and Having Fun” fundamental statements of this culture,’ explained Stéphane Malka, the namesake founder of the studio behind the project.

Colour gives structure to the space, just like a material

Once the palette was set, the Studio Malka team went on to plan its physical adaptation. The answer was quite physical indeed: it was based on Newton’s prism, which disperses white light into the colours of the spectrum. For a coupling, a series of seven arches act as a space of refraction.

The store thus becomes a life-size, walkable representation of the chromatic circle, ‘where colour gives structure to the space, just like a material.’

Alexandre Guarneri, Homecore’s creator, has notoriously refrained from using black in his pieces – it’s a conscious decision that he calls ‘color therapy.’ Since the brand’s inception, he’s designed clothing items that remind users of the body’s proper and healthy alignment; the garments, produced in small ateliers in Portugal, include hidden labels with messages such as TODAY I WILL TELL YOU THAT I LOVE YOU. In many ways, thus, Guarneri has been ahead of his time in terms of aesthetics and brand communication. With this in mind, it’s intriguing that he’s chosen to make streetwear-related spaces as chromatically bold as possible, when other brands are going for a physical extension of their blanded identities. You can pin that to your ‘keep an eye on the early adopters’ collection.

stephanemalka.com

Location 26 Av. des Champs-Élysées, 75008 Paris

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