rpa:group has designed Tommy Hilfiger's recently reopened Paris flagship on 43 Boulevard des Capucine. The new 940-square-meter store features a series of digital touchpoints that merge the physical and virtual realms of retail.
Exciting digital features of the store include an 'Endless Aisle' touchscreen installation, which allows customers to browse and order from a huge selection of products online. A 'Style Scanner' helps consumers create their desired look by scanning their favorite piece and suggesting recommendations on-screen that compliment it. The store also includes a new 'Smart Fitting Room,' which is the first of its kind in France. It recognizes items brought into the fitting room through RFID tracking and suggests complementary products that can be ordered directly from Tommy.com. An enhanced customization desk near the entrance of the store offers consumers an engaging experience to personalize their items.
The 19th-century two-story building that houses the store was formerly a bank and underwent a sensitive redesign to retain some of the original architectural elements that complement and enhance numerous new custom features. Columns have a painted glass cladding in navy for menswear and in red for women's, which serve to deliver an identifiable and eye-catching map to the various areas of the store. This identity continues in the fitting rooms, with the men's fitting room area being completely fitted out with navy carpets, walls, and ceilings. The same applies to the women's but this is executed in rich red color. Metal mesh curtains suspended from the store ceiling provide a more vertical element to the space and help to soften the look and feel of the ceiling design. The herringbone light oak floors have been re-finished and provide warmth and focal variety. The staircase has been re-clad in a high gloss red, which has transformed it into an eye-catching focal point. 'A People's Place' bar is located at the back of the store, which helps to drive customer flow across the entire area.
Photography: Sebastien d'Halloy, Courtesy of rpa:group