Parisian brick-and-mortar has talent

“We need inspiring venues!” On October 12th, Philippe Brocart, General Manager of SAFI/Maison&Objet, presided over the jury for the Paris Shop & Design awards, organised by the French Chamber of Commerce and Industry (CCI) for the Paris region. In the French capital, as in so many cities around the world, brick-and-mortar retailers are currently faced with a number of critical challenges. But as competition from online rivals becomes increasingly fierce, local retailers are learning to embrace the situation rather than fight it. Each year, the Paris Shop & Design awards recognise the most successful design and architecture initiatives rolled out in retail environments. One of Maison&Objet’s core missions is addressing the issues retailers face, and that commitment is now stronger than ever, inspiring Philippe Brocart to invite three former Designers of the Year to join him on this year’s jury: Tristan Auer, Rami Fischler and Dorothée Meilichzon. Nelly Rodi, director of the eponymous style consultancy, expert in business intelligence and herself a member of the CCI, drives the point home: “street-side retail outlets are experiential spaces that feed consumer emotions and connections and deliver tactile experiences. We mustn’t stand in the way of digital solutions, but rather design a seamless customer journey.” As far as the Chamber of Commerce is concerned, the stakes are even higher. Its President, Dominique Restino, is taking action to ensure that “Paris remains one of the world’s leading shopping destinations and continues to enjoy a global reputation as the capital of design”. Adversity is fanning the flames of creativity in stores right across Paris. And in September, Paris Design Week helped keep those creative fires burning by going ahead despite the pandemic, galvanising support from 200 addresses and underscoring the sector’s vitality.

There’s no doubt about it - Paris’s design heart is still well and truly beating. Singled out in the Food category, La Laiterie La Chapelle is a traditional dairy that manufactures artisan cheese. No, you’re not dreaming. Paris really does have its very own cheese, produced in the heart of the city using milk supplied by farms from the surrounding area. Want to see for yourself? Then simply head to rue Philippe de Girard in the 18th arrondissement, where the vast windows offer a first-class view of the entire manufacturing process. You may even spot the cheesemaker slowly working his way along the raw wood ripening shelves, attentively rubbing the splendid tomme cheeses. This clever concept came from the creative mind of AKR architecture - Atelier Killian Roland, and offers an outstanding example of how to simultaneously place both craftsmanship and local customers centre stage.

Indeed, all the venues that received an award are built around customer experience. In the Hotel, Cafe and Restaurant category, the retractable-roofed restaurant Au Top, perched high on a building in the heart of the Marais district, is all about sparking emotion with its 360-degree views across Paris (designed by Cristiano Benzoni & Sophie Thuillier/REV).  In a totally different vein, children’s clothing brand Petit Bateau, the winner in the Fashion category, has given its stores a fresh sprinkling of magic by tapping into the core of its DNA to whisk customers back to their childhood. From clever wooden shelving that resembles construction toys to kid-sized changing rooms, every single element is fun-filled and carefully considered (CUT Architectures). The awards also offer an insight into the environmental and social impact a cleverly designed project can have, with the Maison&Decoration award bearing testament to that. This year, it was presented to building material retailer Point P. Before: an alfresco warehouse and storage space that sat on an industrial embankment on the Seine to the west of Paris. After: five elegant box-like buildings, clad with wooden slats and corten steel, large enough to house 42,000 tons of materials... Plus a promenade the Parisian population can now enjoy once more, drinking in stunning views of the Eiffel Tower (Elisabeth Veit Architecture). It goes without saying that design truly comes into its own when it comes to matters of elegance. The fifth and final award has gone to Japanese beauty salon EN, which means “the circle” in Japanese. Brass hoops and circular furniture sit against a backdrop of wood and stone, surrounded by line after line of little boxes that showcase the 100 different beauty products available. Yet another experience that is guaranteed to be nothing short of unforgettable.