Gigue

Retail
Disciplines +

Feminine Form Follows Function

“No ifs, ands or buts, but women who know exactly what they want. Confident and vigorous, yet sophisticated and fashion-forward.” That’s how Belgian fashion brand Gigue described its core audience to us. Wanting to capture that female fierceness in the store design, our research led us to modernist pioneers Eileen Gray and Charlotte Perriand.

Both women acted as a feminine force in an era dominated by men, seeking beauty in function and simplicity. Their way of thinking, work and personal path served as the main inspiration for the design of the new boutique.

The impact of the design lies within its functionality and materialisation. Walls, floor and ceiling serve as a neutral, yet tactile canvas for the subtly rounded wall element. It almost feels like it’s subtly embracing you. The displays in travertine, glass and chrome stay within a similar colour and texture range to evoke a sense of serenity.

In the fitting area, we pursued a more intimate feeling. The terracotta-coloured paravent inspired by Eileen Gray’s ‘Briques’ design, is a focal point. A carpet in a matching colour identifies the area as such.

Hues of soft green and terracotta, travertine textures and reflecting chrome resurface throughout the store. Subtly rounded lines and functional, pure detailing add to the undaunted feminine energy in the boutique space.

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