The first thing you notice about the new Jacquemus boutique, which opened today in a particularly leafy corner of New York City’s SoHo, is the line of people waiting to enter. The second thing, at least on this eventful morning, must be the gleaming silver truck next to it, designed to look like the brand’s Ron Carre bags and loaded with croissants and fresh juices. This is where designer Simon Port Jacquemus stood, wearing a cropped shearling jacket and a marine-striped hoodie peeking out from the lapel, taking in the excitement he caused.
This is Jacquemus’ first flagship store in the U.S. and its second location outside of Paris. (A much smaller boutique and beach club concept exists in Saint-Tropez.) Jacquemus hired architecture firm OMA (long-time We collaborated with collaborators). It features whitewashed walls and French limestone floors from Pierre de Bourgogne. The centerpiece is a sweeping staircase with wrought iron handrails inspired by the work of architect Jacques Quell, a “big, beautiful gesture,” according to Jacquemus. The result is a fusion of modernity and a more rustic sensibility that enjoys imperfection.
The store’s construction was handled by the New York branch of global company OMA. The firm also designed Jacquemus’ Paris headquarters.
“I don’t apply formulas, but formulas exist. You know what?” Because it all comes from me. ”
The space is thoughtfully decorated with a mix of custom pieces and Jacquemus’ beloved collectibles. Powder-coated seats by his favorite designer, Jean Royère. Baker’s armchair is upholstered in blue linen. Frank Lloyd Wright’s Usonia chair, borrowed from Christie’s, stands like a tasteful sentinel in the front window. The fitting room has banana-yellow curtains, and a vast stone tabletop is decorated with tiny sheaves of wheat. Jacquemus calls this style “Provence pop.” “We don’t apply formulas,” he says. Because it all comes from me. ”
Fashion designer Simon Port Jacquemus.
Artworks and decorations are easily identified by placards, just like in a museum. Pictured are Wolfgang Tillmans and Peter Schlesinger. Print by Pierre Bonnard. 1920s bronze statue by Aristide Mayor. “I find almost everything myself,” Jacquemus says. “It’s my passion.” This effect is so specific that it may help explain the crowds that had gathered outside to find out what was exciting the aforementioned man named Jacquemus. I don’t know.
“If you brand it too much, people will turn away,” he argues. “It feels true to us that there’s a Frank Lloyd Wright bench by the window, just a piece of cloth and a bag. People have to be curious.”
Sean Santiago is Deputy Editor of ELLE Decor, covering news, trends and talent in interior design, hospitality, travel and luxury. He wrote “So Courant”! Magazine and column for elledecor.com.
