We designed the first flagship store of “guépard,” an eyewear brand created to reproduce the world of French vintage with modern technology and convey it to a wider audience. While taking over the brand’s design characteristics, we delicately arranged the space to fit in with the contemporary atmosphere, and proposed a new interpretation of French vintage that is not nostalgic.

Turning its back on trends, the original space was created by working closely with the owner to pursue the brand’s unique worldview. Inspired by the ” washstand,” the place where eyewear is usually taken off, black chrome painted hardware was used to create a rest room in a luxury hotel. Utilizing high-quality materials such as marble, rattan, and special plastering, the space was constructed as a place where the functionality and design of eyewear could be felt by fusing everyday activities with extraordinary scenery, thus embodying the brand’s worldview. We attempted to harmonize the showcase and sales functions by projecting the already established brand concept into the space.

The entrance was designed to resemble a cave surrounded by white fog in order to function as a device to gently connect customers from the everyday to the extraordinary. By separating the different scenes in a relaxed manner, the entrance provides a natural experience of immersion in the brand’s worldview.