The new reference multibrand store is designed by the architect Ramón Esteve. At the store we can find man and woman fashion in a 800 square meter surface. With 25 years of experience, Chapeau has placed as a showcase for luxury and fashion trends in Spain.
This new space is located in 5, Hernán Cortés Street of Valencia. Men and women fashion coexist in an architectural space designed with a set of mirrors and prisms in which the garments are the leading character. Divided along its lenght by a line of white mirror changing rooms, the space culminates in a huge skylight that rises over a black glass wall making the journey an authentic visual experience.
In this matter brands like Prada, Marni, Gucci, Stella McCartney, Alexander Wang, Balmain, Saint Laurent, Lanvin and Miu Miu for women are placed the right wing of the store, while other brands like Tom Ford, Thom Browne, Prada, Moncler, Balmain, Neil Barret or Band of Outsiders are arranged at the left wing dedicated to men.
Taking on account this new space, Chapeau group has a total of three stores located in the busiest commercial environment of the city. In the same street, Chapeau 3 (16, Hernán Cortés Street) is dedicated to a younger fashion and Chapeau Shoe in (39, Cirilo Amoros Street for women accessories.
Based on the philosophy of excellence in all its stores, the key for their success has always been the expert choice of clothes. Since the owners Pilar Puchades and Jose Tamarit launched the first shop in 1987 Chapeau has had the best collections of the showrooms of Paris, Milan and New York. Its capacity for prescribing has built loyalty in a significant number of clients from all over Spain. “Our client is an elegant woman who dresses simply. Not a woman of a season,” explains José Tamarit. Today Chapeau is among one of the top multibrand stores of Spain. “Stores have to renovate, not only the product but also the spaces.”
ARCHITECTURE OF SPACE
A large black steel marquee is illuminated through openings, it is the frame for the glass facade of the store, presenting separate entrances for men and women as scenes for showing the collections. The shop winfdow is usually characterized by the space where mannequins are, in this case is breaking natural barriers and visual boundaries having the entire shop as background.
Inside the store you pass through a sequence of scenes beginning with the access, dominated by two large LED screens with video art compositions produced by Javier Santaella for Chapeau. The next scene is defined by long pieces that emerge from the walls where you find the stone voulme counters emerging from the ground connecting spaces between male and female areas. Reaching the changing rooms the areas are visually separate again. At the end the space is joined again in a high background topped by a skylight that floods with natural light the interior of the store.
This progression of spaces organizes the store in areas that highlight the identity of the collections in order to give appropriate value to each brand exposed.
The project is defined by pure geometry which is represented by three basic categories. On one hand, sets of prisms materialized through various items such as boxes of reflecting mirrors in the center. This prims are used as changing rooms. In the other hand white light volumes on the perimeter and large vertical black mirror at the higher space.
The next category is about the planes that form the ceilings and skylight. A succession of inclined planes along a longitudinal path can accommodate facilities without losing height. These planes lead to the end of the shop, where they transform into angled glass sheets that close the skylight on a horizontal plane.
The most basic category corresponds to the lines formed by the clothes hangers and the fine pieces of furniture where clothes rest and hang. This element is also found in the openings that invade the whole space, breaking planes and generating edges. The formal language defined by the basic geometries of solid, plane and line, materializes with glass, mirrors, stones and metals in white, gray and black tones to achieve the ideal atmosphere for exhibiting the highest quality product in an attractive play of reflections, shades and lights.