Inside the project

Goal

Define a Paris flagship concept that integrates retail, permanent jewellery welding, tattoo studios and community workshop space within a cohesive brand-driven spatial system.

Approach

Conducted location research to identify a district aligned with fashion-forward and culturally engaged consumers.

Translated Astrid & Miyu’s brand principles into a spatial concept merging Parisian architectural references with contemporary materiality.

Developed zoning logic integrating public retail, semi-public activation and private tattoo spaces within a compact footprint.

Structured the spatial journey to progressively shift from exploration to activation to intimate expression.

Defined a material strategy (limestone, terrazzo, bouclé, velvet, stucco) reinforcing softness and structural strength.

Experience Architecture

I Attraction & Threshold
Window display + AR try-on screen create digital-physical invitation.

II Discovery Zone
Front retail area encourages tactile browsing and brand immersion.

III Activation Hub
Central welding table doubles as workshop/community space.

IV Intimate Expression
Two rear tattoo studios offer privacy and deeper brand commitment.

V Operational Flow
Cash desk positioned to maintain spatial oversight without disrupting intimacy.

Spatial Logic

The layout moves from open and public to enclosed and personal,increasing emotional intensity deeper into the store.

Retail → Ritual → Personal Expression

Impact

Delivered a spatially integrated flagship concept aligning brand identity, operational requirements and community activation within a compact Parisian retail footprint.