Perfume brand Etat libre d'orange has engaged interior architects Shed to design its flagship store on Redchurch Street, East London. Shed was tasked with transforming the 30msq site into a thought provoking space that could live up to the intrigues and persona of the cult French brand.
Etat libre d'orange’s approach to perfume, where each fragrance is treated as a personality that can be worn, has been incorporated into the design of the London flagship. Using Etat libre d'orange’s part science and part philosophy ethos Shed came up with the idea of a lab for personalities, using science stands to display products.
Shed designed the store as an installation, with the centre of the room filled by a tiled lab table where selected fragrances will feature. A dominant mural at the back of the store aims to bring the essence of the brand to the fore. An Etat libre d'orange spokesperson commented that Shed has used “impeccable design with precise attention to detail” to “convey the image of the brand”.
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