ÉDITIONS M.R. STORE, FILLES DU CALVAIRE STREET

The agency signs off the conception of the ÉditionsM M.R. store, a unique piece, located 4 Filles du Calvaire Boulevard in the 11^th district of Paris.

True to the brand’s inspirations, the new store strives to incarnate the spirit of this new masculine label. Reinterpreting the bourgeois codes, while altogether modernizing them, the store develops on 100 square metre (1,080 square feet) with a double orientation on the boulevard and Amelot Street. Immediately visible from Froissart Street, the façade – entirely mineral – strikes the eye with its minimalism and its apparent simplicity.

The interior façade made of mobile partitions of braided rope gives out a different point of view from outside the store. In the ways of the legendary decorator from Art Décoratifs, Jean Michel Frank, the store cultivates a certain tastes for discreet refinement and elegance “à la française” where fine and raw materials mix together, something the famous decorator cared about, and resonating with the “luxury of nothingness”. In a purified style, promoting certain simplicity, and characterized by the absence of ornamentation, we dare to mix luxurious materials, valley stone, brass, one-way mirrors, woodworks, and so-called raw materials such as cork and linen canvas. This apparent simplicity is nevertheless not made to hide a subtle and rich range of details.