Retailer L’Eclaireur recently contacted Arne Quinze to redesign their boutique in Paris with his signature mushrooming wooden plank sculpture. There where used more than two tons of wooden planks to shape the organic sculpture and the walls where 147 animated video’s screens where placed. Text and info from Arne Quinze! Special Thanks to Sieghild Lacoere.
« This is not just a shop, it’s an experience. The project grew as a dream fed by emotions, history and memories. It is a fantasy in which I hope everyone will find a story for themselves » Arne Quinze.
In 1980, Armand Hadida opens his first point of sale in the basement of a gallery on the Champs Elysées. For him a way to affirm his chosen path by proposing clothes of designers embodying the brightness in fashion for the upcoming decennia. He becomes the first distributor of brands like Girbaud, Prada, Helmut Lang, John Galliano, Ann Demeulemeester, Dries Van Noten, Martin Margiela in France. Since then, l’Eclaireur has opened four other shops established as true venues, meeting points for all the aficionados being terrified of only one word : « shopping ».
The nineties bring about a new challenge, the opening of the boutique in ‘rue des Rosiers’, with a strong eclectic collection. Hadida introduces the « Antwerp 6 » together with names as Sipek, Dubreuil, Starck, Comme des Garçons, Hussein Chalayan etc… An important step forward.
Pioneers in combining design and fashion, pioneers in breaking away with the traditional distribution system, Armand & Martine Hadida gave a new direction to the highly banalised profession of « retail selling ». Extremely sharp-edged choices and a service dedicated to the needs of the specific client serve as the basic principles of the couple. At L’Eclaireur the client is invited to take part in a story where creators appear to be actors.
Still located in the Marais in 2000 a new L’Eclaireur solely concentrating on men’s fashion opens its doors in rue Malher. A year later in 2001, the fearless couple endeavours a new challenge opening Hérold (place des Victoires )without any windows, without a name and without any visibility in the street. « In this space we only wanted to put the exclusive character of the designers in the spotlights instead of focussing on a large marketing campaign…» Intuition and their instinct how to create a difference mark the force of this visionary duo.
At L’Eclaireur, first of all the client is welcomed as the host of the venue. Martine Hadida believes you can only grow by fascinating encounters and passing on the passion of presenting artistic creations rather than merely showing collections. « Blazing more nobility in our places. Transpose the talent of those who launch new trends in the world of fashion. When we possess this magnificent seeds, we have to let them cultivate in an authentic composition » illuminates Armand Hadida.
In 2008, L’Eclaireur established rue Boissy d’Anglas, revisiting the spirit of Faubourg between Lanvin and Hermès. Refering to the magic of Fornasetti intensifies a luxury based on the art of surprising people. L’Eclaireur turns the cards and opens a restaurant in a decor based on the archives of this illusionist.
« It’s not a shop, it’s an experience. It’s not a decor and not an artwork, but it’s absolutely an expression. It will be up to the people to make it their own. My biggest joy would be if they would undergo an imaginary travel in their heads. I’ve filmed the eyes of my wife Barbara Becker which I’ve smurred in mud. You can’t see if it’s an animal or a human presence while the video is projected non stop. Behind a box of plexiglas the effect of transparancy suddenly reveals the body which can come as shock to certain viewers. »
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