Known for their deconstruction of space method, the firm JEAN DE LESSARD - DESIGNERS CRÉATIFS has transformed the high-end women’s ready-to-wear Vujà Dé boutique into a bewildering immersive experience. The intention of heightening the rising brand founded in 2016 results in a design that takes an opposing view to a regular store.

 Based on the dynamic of movements, the designers have architecturally transposed the artistic thought and research of the fashion designer Ting Pang who wanted her customers to appreciate her creations: « Jean has introduced the notion of discovery into the space. »

 Located on St. Denis Street, the new space is designed to blur the visuo-spatial perception of the visitor. Jean de Lessard explains: « The labyrinthine shape allows hiding from view momentarily; the clothes are thus being revealed gradually as the visitor moves further within the structure. The partition walls are positioned in a way that adds to the feeling of privacy. »

 The understated design is focused on enhancing the fashion collections: displaying the clothes with elegance is sufficient; likewise the cash-counter, fitting room and workshop are all relegated at the back of the store. In fact, the space is more evocative of an art exhibition than a display of goods. 

Powerful lines of action

Mirrors covering distinct portions of wall partitions entertain the impression of depth and allow viewing in a single glance the coveted garment, highlighting it both front and back. The recessed lights strategically placed to avoid glaring play with the idea of movement, such as the shadows, produced by the silhouettes of visitors, dancing on the immaculate flat and rounded surfaces. A subtle impression of movement is also manifested when the reflection of light hitting a shiny fabric, a fluorescent or a metallic piece alters the appearance of the garment.

 To illustrate the studio’s motto of creating the new from the old, the design makes use of the contrasts of perfection and imperfection and of black and white tones. Ergo, the old wood floor that differs from the rigorously pure wall partitioning; these were deliberately created to serve as a contrasting architectural element.

 Vujà Dé’s design with its minimalistic volumes and futuristic aesthetics pays homage in a funny way to the talent and refined creations of the young fashion designer.

 Fashion spells art, a world of symbolism rich in meanings. It also acts as a bridge between the individual and the society[1]. The designers have structured this bridge and given meaning to Vujà Dé’s collections by offering them the strongest context to which to be linked.

[1] Sociologie de la mode, Frédéric Godart, Collection Repères, Éditions La Découverte, Paris, 2010.