- Marjorie van Elven
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Iconic French department store Galeries Lafayette has unveiled the logo
and visual identity of its Champs-Elysées store, set to open on March 28.
In the logo created by Michael Amzalag and Mathias Augustinyak, co-founders
of Parisian design studio M/M, the names “Galeries Lafayette” and
“Champs-Elysées” are combined in a futuristic font. As for the visual
identity, it features a two-dice game which will be used in varying forms
on the store’s facade and digital communication (the store’s website will
also go live on March 28).
According to a statement issued by Galeries Lafayette, the dice
symbolize the multifaceted nature of the new store and the wide range of
interpretations and emotions it can trigger. The designers explained
further: “In this shared space, two dice held in the palm of a hand wait to
be rolled so they can reveal the quality and spirit of the relationship
humans try to establish with the world every day, by trying to master and
tame its indecipherable mechanisms”.
Pictures: courtesy of Galeries Lafayette