Acne store opening in Paris

13/01/2012 - 22:04

Swedish superhot brand Acne Founded in Stockholm in 1996 by four creative’s, Acne’s ambition was to create and develop a lifestyle brand through desirable products, as well as helping other people to build their brands. This ambition led to diverse assignments in advertising, graphic design, Internet games and TV production.

Acne was one of the first brands to see the space in the market for denim and used this forward thinking to create 100 pairs of unisex jeans. They were featured in Swedish Elle magazine and soon, Sweden’s leading boutiques wanted to carry the characteristic jeans with bright-red stitching. These are the foundations of Acne.

With confidence from the success of the jeans, Jonny Johansson ACNE’s creative director, branched out into other design genres. The first full collection was launched in 1998, and it set the tone for the brand – the subtle luxury and understated items originates from the ethos that the clothes should feel like someone’s wardrobe. Cool and personal. The result is that nothing dominates anything else, yet every piece is effortlessly stylish.

The brand continue to expand their empire, opening their second Parisian Store at 3 Rue Froissart.The store combines raw industrial elements with clean Scandinavian influences. The existing rough industrial walls of this former garage form the backdrop to a new, clean and contemporary space. Natural colored carpets contrast rough concrete walls. Set-like partitions are made from aluminum, and the interiors are flocked in bold colors, creating spaces which are hard on the outside but soft on the inside. The ceilings are dark blood red, punctuated by LED lighting. The walls morph into long benches, becoming display areas as well as seating.

The shop which is located in the hip area, Marais is known for its bohemian approach and hip boutiques such as as APC, Surface 2 Air, Kooples, or the vintage shop Losing today.

So if you’re not in Paris you can always stop by L and I for Acne news.

See ya!

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