The historic Courrèges flagship store on Rue François 1er has been given a new lease on life. Belgian architect Bernard Dubois, known for his contemporary approach to design, has meticulously renovated the space, paying homage to the brand’s rich history while simultaneously incorporating a modern architectural touch. Dubois’ project for Courrèges masterfully weaves together the brand’s iconic elements, creating a unique and captivating environment.
The renovation aimed to highlight the architectural beauty of the space. A sense of openness is achieved by creating a wide perspective that draws attention to the back section, dedicated to the dressing rooms. This design choice effectively directs the flow of visitors through the store, inviting them to explore and appreciate the space’s layout.
A Monochromatic Dream: The Courrèges Experience
The store’s ambiance is a symphony of monochrome – a captivating interplay of light and shadow, enhanced by the soft muffle of sound achieved through the use of carpeted floors and fabric-clad walls and ceilings. This carefully curated atmosphere envelops visitors in a sensory experience that is both calming and alluring. The space is a testament to Courrèges’ signature minimalist aesthetic, allowing the clothing and accessories to take center stage.
Adding a touch of playful energy, a series of mirrors inspired by the clubbing scene has been strategically incorporated into the store’s design. This clever touch reflects a key aspect of Nicolas Di Felice’s creative vision for Courrèges, paying tribute to the brand’s bold and energetic spirit. It’s a subtle nod to the vibrant energy that defines the Courrèges aesthetic, making the shopping experience both stylish and engaging.
Courrèges Embraces the Marais
In 2021, Courrèges made its debut in the vibrant Marais district, opening a boutique at 27 rue des Francs-Bourgeois. This new space serves as a satellite to the historic Rue François 1er address, while also showcasing the brand’s evolution under Nicolas Di Felice’s artistic direction. The Marais boutique reflects the diverse and eclectic character of the neighborhood. The district’s mix of historical landmarks, art venues, and the vibrant queer underground perfectly aligns with Di Felice’s modern interpretation of the Courrèges legacy.
Bernard Dubois’ design for the Marais boutique takes inspiration from both past and present. Arched alcoves, white flooring, mirrored walls, and club-inspired spotlights blend seamlessly, forming a captivating “New Courrèges” interior. The layout is meticulously crafted around an elongated gallery, culminating in rounded corners adorned with mirrors, creating a sense of depth and fluidity. This careful attention to detail is evident in the integrated shelving and furniture which echo the design elements found in the New York store, solidifying the brand’s signature style.
Courrèges Returns to New York: A Soho Sojourn
Courrèges has returned to the bustling fashion scene of New York City, marking its comeback with a new store in Soho. This opening signifies a return to the American market, where the brand’s innovative designs have long found a receptive audience. The Soho store, situated at the North West Corner of Grand and Mercer Streets, pays homage to the brand’s historical connection with the United States, where it first gained significant recognition. The American press and buyers were among the first to embrace the brand’s revolutionary designs, paving the way for the opening of the first Courrèges boutique in Beverly Hills, California, in 1973.
Once again, Bernard Dubois has brought his unique design vision to the project. This new store, located at 104 Grand Street, is a direct descendant of the Paris flagship, incorporating key elements established by Nicolas Di Felice. The space is divided into two distinct areas, each with a distinct ambiance. The front area features sharp geometric details within a white enveloping interior, creating a sense of modern sophistication. The back section features a more subdued atmosphere, with a fitting room area entirely clad in mirrors, reminiscent of the clubbing vibe that Di Felice has so effectively incorporated into the brand’s aesthetic.
Courrèges Takes on the Left Bank: A Parisian Landmark
Continuing its expansion in Paris, Courrèges has opened a third boutique, this time on the Left Bank. Located at the Carrefour de la Croix-Rouge in the 6th arrondissement, the store is spread over two levels, each with a distinct atmosphere. The entrance offers a formal welcome, while a spiral staircase leads to the first floor, which offers a more relaxed and intimate setting, with a view of the bustling crossroads. The fitting room breaks away from the brand’s signature monochrome aesthetic, opting for a lounge-like atmosphere, with a circular seat inviting visitors to relax and enjoy the experience. The clubbing-inspired spotlights, mirroring those found in the New York store, add a touch of energy and vibrancy.
Adrien Da Maia, CEO of Courrèges, explains the rationale behind this new store: “The idea with this new store is to reconnect with Courrèges’ historic clients of the Left Bank by choosing a particularly strategic location. By signing at this address, on the very dynamic Carrefour de la Croix Rouge, this new store will act as a medium for the brand’s influence and reinforce its long-term presence in Paris.“
Courrèges Heads to SoCal: A California Dream
Courrèges has ventured beyond the borders of Paris, opening a new store in Costa Mesa’s South Coast Plaza. This location marks a revival of the brand’s historical ties to Southern California, where it first opened a boutique in 1975. The store’s design draws inspiration from the SoCal aesthetic – a blend of modernist architecture, sun-drenched beaches, and Hollywood glamour. Bernard Dubois has once again crafted a space that perfectly captures the essence of the brand’s legacy, while also reflecting the artistic vision of Nicolas Di Felice. The store’s interior is an homage to Courrèges’ iconic design codes, with chrome pillars, mirrored ceilings, and white flooring echoing the design elements found in the Marais boutique and the brand’s other recent projects. Modular mirror panels in the window evoke the inside of a disco ball, while integrated furniture and railings in tone-on-tone white create a serene and inviting atmosphere. The monolithic island in the center of the space is cleverly designed to showcase accessories and jewelry, streamlining the shopping experience while also creating distinct areas for the men’s and women’s collections.
Adrien Da Maia, CEO of Courrèges, emphasizes the significance of this new store: “Opening a store at South Coast Plaza is an important moment for any luxury brand with global ambitions. For Courrèges, almost 50 years after first introducing the brand to Costa Mesa, reconnecting with this thriving local community thanks to this stunning new boutique feels particularly special and exciting.”
Courrèges is clearly embracing a bold new vision. The brand’s recent store openings, each unique yet connected, demonstrate its commitment to expanding its reach while remaining true to its heritage. Through innovative design and a keen understanding of its audience, Courrèges is poised to become a global fashion icon for years to come.
