Galeries Lafayette / Beijing
The Parisian department store’s 47,000sqm Chinese flagship brings the glamour and atmosphere of the Boulevard Haussmann original. With unique merchandising offering from affordable to premium, Galeries Lafayette Beijing embodies the brand DNA of “Making fashion accessible to everyone.”
The building itself features a series of double-stacked display windows on the ground and first floor and large LED screens wrap around double height entrance doors.
Within the main atrium entrance, the drama continues with a spectacular LED display (developed in conjunction with PJC Light Studio) replicating the coupole of the Boulevard Haussman store – a motif that is repeated on cash desks, store bags, loyalty cards and around strategic in-store displays.
HMKM’s design springboard was to replicate an elegant Parisian apartment but in a modern, youthful way with these details appearing strategically in wall panels, soffits, decorative grilles, mouldings, screens and display counters. Each of the five floors features its own particular colour, material and motif.
Senior Associate Director Mark Billington, who was responsible for the entire retail design package, says: ‘The goal here is to celebrate the identity of Galeries Lafayette while ensuring it’s right for the local market.’ Senior Associate Director Susan Skrupa agrees: ‘As this is such an important market launch for Galeries Lafayette we have devised a strong identity for the client brand coupled with a very rigorous set of guidelines for incoming brands.’