JOGGING / POP UP STORE / JOGGING + VILLA NOAILLES / 2015
The Jogging pop-up store setup created for the 30th International Festival of Fashion and Photography in Hyères at the Villa Noailles has been designed with Rodolphe Parente, interior designer.
There is an expressive, contextual and monochromatic signature through raw materials that are tile adhesive, white PVC and light. The result evokes the macro structure of a fabric, a gesture or a fast but sophisticated brush stroke. There is a strong opposition between smooth and rough. A craftsman from the Villa Noailles has elaborated this contrasted method in order to create double skin façade and an expressive and “Arte Povera” inspired setting. The technical gesture that is usually not visible turns into an artistic gesture and the gluing surface proves to be decorative.
Picture: Olivier Amsellem