Al-Jawad Pike collaborated with Chloé to create a store refresh concept to be implemented globally across several store locations. Responding to the theme of ‘a Home away from home’, our concept is driven by a desire to create a domestic scaled space inspired by South American modernism. Devoid of ornament, our approach adopts a geometric arrangement of panelled walls that modulate and link different rooms and provide flexible display with plug-in shelves and hanging rails.
The concept employs a palette of sustainably sourced materials derived from nature; rammed earth façades, terracotta floors and plinths, cane panels, clay walls and oak joinery combine to create intimate spaces that provide tactility and warmth. The concept of home is further revealed by treating product display elements as traditional furniture, with expressed joints that convey an honesty towards woodcraft and construction.
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