MVRDV has completed a new flagship store in Paris for French lingerie brand Etam, renovating a 19th-century Haussmann building by removing internal barriers and adding a glass floor to allow light to fill the interior. In the design, respect for the historic building and commitment to preservation is combined with an unexpected and unique shopping experience: like the lingerie on display, the store is revealing and intimate at the same time.
▼门店外观，exterior view ©Ossip
▼结构拆除示意，cleaning act diagram ©MVRDV
The project occupies a corner site on Boulevard Haussmann directly across from the Galeries Lafayette department store, in one of the prime shopping locations in Paris near the Opera Garnier. MVRDV’s design takes advantage of the building’s wedge-shaped floor plan by stripping back the exterior as much as possible – highlighting the building’s clean classical appearance, allowing plenty of light to enter the Etam store from both sides, and creating large windows for display.
the exterior was stripped back as much as possible to highlight the building’s clean classical appearance
▼大尺寸的展示窗口，large windows for display ©Ossip
▼鸟瞰，aerial view ©Ossip
This “stripped down” approach continues to the interior, where the design reveals the original stone structure in an elegantly simple way – removing a part of the entresol floor above and most of the interior walls.
▼通高的入口空间，the full-height entrance area ©Ossip
▼入口外观，entrance exterior view ©Ossip
The most striking alteration is a glass floor at ground level, which allows light to penetrate to the basement level and makes a visit to Etam’s store a captivating experience as visitors see products and people on the level above or below.
▼首层空间，ground floor space ©Ossip
▼玻璃地板示意图，glass floor diagram ©MVRDV
This floor is treated with a special film that makes it transparent when viewed at an angle, but clouded when viewed from directly above or below, providing privacy and preventing vertigo for those standing on the glass floor. This creates a direct reference to the lingerie on display; at once revealing and yet respectfully modest.
the glass floor makes a visit to Etam’s store a captivating experience as visitors see products and people on the level above or below
地下层可由宽阔的中央楼梯进入。楼梯、地下层以及首层后方空间的地面均以浅色木材铺设，其灵感来源于19世纪巴黎街道上广泛使用的“pavé en bois debout”木质砖块铺装。类似的图案也应用到了玻璃地板的防滑纹理上，使两种地板统一为一个整体。
The basement is accessed by a grand central staircase. These stairs, as well as the flooring of the basement level and the back of the ground level, are finished with a light-coloured wood laid on its end, inspired by the “pavé en bois debout” cobbled streets that were widely used in Paris in the 19th century. The pattern created by this flooring was also developed into the non-slip pattern applied to the glass floor, unifying the two flooring types into a single whole.
▼中央楼梯，the central staircase ©Ossip
▼地下层，可以看到上方带纹理的玻璃地板，basement floor: view to the the pattern applied to the glass floor ©Ossip
Taking inspiration from the work of artist Gordon Matta-Clark, the design team worked with stone experts to transform the wall section into a five-tonne pivoting “doorway”, preserving the openness of the store’s floorplan, but always with the option for the historical wall to be simply rotated back into place.
▼旋转“门洞”，the pivoting “doorway” ©Ossip
▼室内空间夜景，interior view by night ©Ossip
▼首层平面图，ground floor plan ©MVRDV
▼夹层平面图，mezzanine plan ©MVRDV
▼地下层平面图，basement plan ©MVRDV
Project Name: Etam Paris
Size and Programme: 350m2 retail store
Founding Partner in charge: Winy Maas
Partner: Bertrand Schippan
Design Team: Catherine Drieux, Herman Gaarman, Nicolas Land, Charlotte Kientz, Ana Melgarejo Lopez, Clémentine Bory, Clémentine Artru, Quentin Aubry, Francesco Barone, Maxime Richaud, Gabrielle Evain, Manon Vajou, Sarah Sioufi, Rouba Daham
Images: Ossip van Duivenbode
Copyright: MVRDV 2020 – (Winy Maas, Jacob van Rijs, Nathalie de Vries, Frans de Witte, Fokke Moerel, Wenchian Shi, Jan Knikker)
Partners: Co-architect: Ateliers AUAV
Contractor: LBC (concrete + metal structure), BATIPOSE (stone), ASMT (glass floor + glass facades)
Structural engineer: KHEPHREN
Specific glass engineer: Eckersley O’Callaghan
MEP: GAMA Ingenierie
Cost calculation: BMF
Environmental advisor: B27 INGENIERIE
Interior architect: Ateliers AUAV