07 February, 2014

Jorge Ayala Paris Concept Store, Saint Germain des Prés, Rive Gauche

 The worlds of architecture and couture have long been united through sharing the theory and hybrid practice of design. The most glamorous decades of the 20th century in Fashion saw the influences of architecture towards haute couture dominated by Chanel and Jean Patou.
With the arrival of the millennium, fashion is been constantly reinvented, technologically challenged, driven by the willingness to emphasize and anticipate cultural production.
 Following with the giant Cabinet of post-digital curiosities art work (ArchiLab Frac Centre), [Ay]A Studio Founder Jorge Ayala opens within the Espace KKDC a first concept store for the brand he has found in 2013, Jorge Ayala Paris. Keeping the consistency of a plastic and formal language through scales, the retail space proposes overall wallpaper exacerbating visitor’s perspective, ornamented with a cluster of laser-cut chimeras; all lighting appliqués powered by KKDC. A digitally-animated movie invites flâneurs from Passage Dauphine to dive into the 3dimensional patterns of Ayala’s oversized scarves.
Jorge Ayala seeks to be read independently from the so called trend-setting fashion world. The project has been conceived overlapping the idea of a post-digital materiality, breaking boundaries between art, architecture and clothing.
 Considering Architecture as a discipline remaining culturally relevant on today’s society, the store establishes a new order for architecture, the one of trade marketing, brand adoption and commercial identification. Wearable clothing has been a stimulation to innovate, but also a motivation to improve and adapt the practice of Architecture, Ayala says.
Jorge Ayala Paris
Designed by [Ay]A Studio
Lighting by KKDC France
Photographs by Arnaud de Prass