- Kristopher Fraser
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Enfants Riches Déprimés has opened its first flagship boutique in Paris. The
new store is situated at 79 Rue Charlot and officially opened to the public
just last week.
The retail space was designed by Parisian architect, Didier Faustino, in
close conceptualization with Henri Alexander Levy, the founder and creative
director of the brand. The flagship was designed with three principles in
mind: an homage to the brand itself, depravity and deconstructed opulence.
“The ERD boutique is an enclosed grey zone, a geometrical boudoir and a
surgical limbo behind a Parisian facade,” said Faustino in a statement.
“The space has been shaped as a stage built of metal and stone to enclose
the experience of desire.”
The two-story plan is visible from the olive green facade, a large window
peeks into a cut out that drops into the lower floor, inspired by Gordon
Matta-Clark, yielding 30-foot ceilings. The composition of dark marble and
stainless steel is flooded with green carpet and matching Pierre Paulin
sofa. Displays were designed to make shoes and accessories appear like they
are floating in the air. The store features the brand’s ready-to-wear,
leather goods, jewelry, eyewear, shoes, and archival selection.
The interior was described by the brand as a mix of surrealism and cold,
unattainable luxury, along with a marriage of state-of-the art modernism
and streamlined elegance. In a staement, Alexander Levy said, “It feels
like a mixture of a bank vault, brutalist torture chamber and Clockwork
Orange. I want people to feel as uncomfortable as possible.”
photo: courtesy of Purple PR
