Façonnable launches new store concept

By

Florent Gilles

Published
Jul 16, 2014

Façonnable has a new retail concept that will soon be introduced throughout its entire store network, following its debut in Saint-Tropez and Deauville last month.

Equipped with a new design and sales team for the past two seasons that has been managed by Ludovic Le Gourrierec, former head of Saint Laurent’s menswear division, Façonnable called upon the star duo Pierre Beucler and Jean Christophe Poggioli from the firm Architecture et Associés to create the new concept.

Having refocused on its “French Riviera" roots, the premium brand aims once more to attract a 35 - 45 year old core demographic. The materials used in the new concept come mainly from the Mediterranean Basin - from the marble to the volcanic rocks - and the color palette includes light touches of azure (photo).

Following these two French stores, Façonnable will soon open a new store in Chengdu, China, and renovate its store in Megève before moving on to its flagship on Saint-Germain-des-Prés in Paris by the end of 2014.

As for department stores, Façonnable opened a pop-up store in early July on the second floor of Printemps Haussmann in its designer section. With its new concept, the pop-up will remain in place until September 13.

The French label’s entire network, owned by Lebanese group M1, will eventually adopt this new chic and contemporary retail identity.