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Marine Serre, Showroom and Atelier - Christophe Lemoal - France
Marine Serre, Showroom and Atelier - Christophe Lemoal - France


The Marine Serre Showroom and Atelier takes part in a larger process for Paris reindustrialization lead by the mayor, Anne Hidalgo, called Fabriqué à Paris. The project is involved in the development of a new platform dedicated to makers and craftsmen that produced locally.

Context: Marine Serre, the rising star of French Haute Couture and winner of the 2017 LVMH prize, chooses to settle in the outskirts, in a social landlord building, Métropole 19. This project takes part in a global program promoting Parisian creation and production. Metropole 19 will become an “ecosystem dedicated to industrial and handcrafted processes.”

Architectural Principles: The 800 square meters of the project are split into two levels. The first one is the creative area, while the second one is dedicated to production and staff meetings. The architects design evenly white spaces in order to leave easily appropriable spaces. Since her first collection, Marine Serre reinterprets and invents various processes of creation and production. Among others, she upcycles old fabrics, transforming and adapting the materials into high-quality clothing. Her work is constantly evolving, reinventing the connection between new and old; every piece must be aesthetic, practical, and technical.  Inspired by Marine Serre’s approach, Lemoal Lemoal offers minimalist and functional spaces.

Creation: The upper level is the creative hub where staff and clients meet. The large surface of this level is fragmented into offices, conception and production areas, made visible thanks to a continuous bend glass partition. This latter defines a central lobby, where visitors wait while checking the new collections in production. The bend partition draws a crescent moon-shape. In the top view, that refers to Marine Serre’s brand logo.

Production: The lower level is dedicated to the production and staff meetings. With offices, a storage room, and a manufacturing space, this floor gathered all the needs for on-site fabrication. It is completed by a large common room with a relaxing spot, a professional bar, a kitchen, and a wide table that can accommodate the 30 collaborators.

Architectural and Fashion: Marine Serre’s creations are hybrid; she mixes Haute Couture and upcycling, futuristic looks, and practical details. Lemoal Lemoal wanted to show the diversity of these processes through the architecture. Upon arrival, visitors enter a large lobby where they can see all the working stages thanks to the bend glass walls. A central corridor is connected to the showroom. The transition between the creation area and their final exhibition is operated by a sectional door which assumes the reference to the industrial aesthetic.  The showroom and Marine Serre office exploit the thickness of the building. This impressive volume has the proportions of a catwalk and is highlighted by a thin inox rack. The whiteness and minimalism of this large space showcase the creations.


marine seere

marine serre

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