PARIS — Tommy Hilfiger’s second Paris flagship is hard to miss with its corner location, stone columns flanking the door and eight 15-foot tall windows lining the impressive frontage.
Taking over the former location of bank Crédit Foncier de France, the 7,800-square-foot unit at 43 Boulevard des Capucines is bang across the street from landmark concert hall L’Olympia, dovetailing nicely with Hilfiger’s spring collection that riffs on styles worn by his favorite rock musicians of the late Sixties and early Seventies.
The American designer is to host an official opening cocktail on March 31, although the store had its soft opening on Feb. 27.
“Paris plays an important role for our business in the French market and adding a second Tommy Hilfiger store in the city underscores its significance to us,” Hilfiger said, calling the unit “a fantastic opportunity for us to appeal to a more local consumer base.”
Hilfiger opened an 8,850-square-foot flagship in 2010 on the Avenue des Champs-Élysées, a thoroughfare popular with tourists.
For the Capucines location, not far from Place de la Madeleine, the designer preserved many of the 19th-century building’s original design features — including the vaults downstairs that might one day house additional retail space.
Shoppers alight upon an expansive men’s floor, with vistas to sportswear selections and a giant LED screen over the cash wrap to the left; tailored clothing and more formal attire to the right, and folded apparel and accessories in the center.
A corkscrew staircase leads to a mezzanine showcase for women’s collections, with a living room setting and shoe salon — fireplace included — the centerpiece of the rambling floor.
Amplifying the natural light pouring in from all sides, the store is done up with pale chevron hardwood floors and cream-colored walls.
“We combined one-of-a-kind vintage furnishings and décor to give the whole space its own character that fuses classic architecture with a modern twist,” Hilfiger said, alluding to the colorful midcentury chairs dotting the men’s sportswear areas and a crackled leather sofa anchoring the men’s shoe department. Artworks include an original painting by American artist Jenny Andrews — an abstract representation of Hilfiger’s flag logo — and a giant “TH” wall sculpture done up in antique mirrors.
Hilfiger noted that his men’s and tailored lines are performing well at Capucines, and the store “also presents the perfect positioning for us to showcase the elevated direction of our women’s and accessories collections, which have had great response in this location.”
Hilfiger confessed the store’s proximity to L’Olympia “was one of the reasons I initially fell in love with the property” and that curated playlists would be a key feature.