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Anagrama : Novelty Apparel

Who says high-end clothing says suitable place. For the establishment of its first store, the Mexican brand Novelty Apparel calls on the South American agency Anagrama, which imagines for the occasion a contemporary boudoir dressed in pink, in the heart of the Mexican capital.

Behind a black facade pierced by a single bay window, hides a powder-coated two levels where are distributed many stairs of which only two have a circulatory function. The visitor can believe in an illustration of Escher, master of optical illusions staging sets of steps in the twentieth century. The goal here was not just to create a place, but a sales experience, highlighting the creations of the Novelty Apparel designers. To do this, designers rely on the omnipresence of pink, a bright color, which must mark the spirits. A chromatic bias also dared because very connoted.

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A cliché diverted by the contemporary aspect of the development allowed by variations of heights and volumes as well as the use of mineral materials: blocks of glass and marble as display stands, concrete on the ground, metal suspensions etc. An asserted universe made possible by the presence of many geometric elements - trompe-l'œil steps, circular piercings and linear lighting - like the clothes on offer.

What to prove that the rose is nothing silly!

Photographs: DR
To learn more, visit the Anagrama site

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