When you first read about Etat libre d'orange it sounds like a political manifesto, not a perfume brand. With this in mind, it was little wonder that Interior Architects Shed immediately fell in love not only with the story, but potential for the store environment. With a site on Redchurch Street East London confirmed for the London flagship which opens to the public today, Shed set about transforming the 30msq site into a thought provoking space that could live up to the intrigues and persona of this cult French brand. The design of Etat Libre d'orange is born out of a unique approach to perfume; each fragrance is treated as a personality that can be worn. Part science and part philosophy allowed Shed to play with the idea of a lab for personalities which was manifested in a concept of a tiled ‘shell' with science stands to display product. Approaching the store very much as an installation, the centre of the room is a tiled lab table where selected fragrances express their personality and a dominant mural to the back of the space brings the sexually charged essence of the brand to the fore. Fragrance stores don't get any more unusual and Shed had a lot of fun with a limited space but a client without limits. ‘Shed deliver the true quality of design, not only through their creative ability to convey the image of the brand through impeccable design, but also with the precise attention to detail in the finished product, which makes Shed stand out from other interior architects' Etat Libre d'orange
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