Volcom opens Paris flagship store
The opening was originally planned for March and, at end of May, Volcom has finally unveiled, quite discreetly, its Parisian flagship store. The two-level, 200 m2-plus store is located at 5, rue Faubourg Saint-Antoine, in premises formerly occupied by a Celio Club store.
The store teems with the ingredients which have shaped the Californian label's history: board sports, music and counter-culture. The interiors, smaller in size on the ground floor, feature surf boards pinned to the walls, plants, album sleeves, vinyl records, a mega screen, exposed stone and a frescoed ceiling. On the staircase wall, a neon sign invites customers to climb up and enjoy the "good vibes upstairs".
On the first floor, beyond the beachwear section, pride of place goes to the area showcasing the brand-new collaboration with Georgia May Jagger, a boost to the image of Volcom's womenswear. Close by, there is a lounge corner with two red armchairs and a low table where customers can sit down and browse through a fine selection of books on French artist JR, street art and punk culture, surrounded by electric guitars, an amplifier and a vinyl turntable. Here and there, the walls are lively with colourful artworks by illustrators and graphic designers. Here, the Kering group's label has gone for a wooden floor and wall panelling, and exposed stone flanks the black and white walls, embellished by artworks, framed vinyl records and one of Volcom's signature objects: a skateboard.
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