Montreal & Amsterdam. Moustache + Emmanuelle XX. The name MEXX is derived from the marriage of two important European brands. Masculine and feminine, professional and modest, simple and dynamic: these are all inscribed within Mexx’s corporate DNA which this vertically integrated retailer has tried to join by a minimalist expression rather than an additive or arrogant one.
The boutiques in Amsterdam are frequently a testament to the simplest of mercantile intentions expressed within an overwhelming historical architectural context. The buildings are of such beauty and value that the boutiques try to allow as much of the existing architectural elements to show and then simply add a few ingenious presentation systems for their commercial goods.
The North-American shopping centres are new constructions devoid of any architectural or authentic richness. Therefore, the MEXX boutiques are an exercise integrating the simplicity and creativity of Amsterdam in maximalist and overwhelmingly noisy environments. This is mainly done by integrating noble materials, authentic old world textures, maximizing open and brightly lit space, the endless use of white and the restraint of design in order to leave room for the shape and color of the goods. The openness and clarity allow the client to feel respected and safety.
Designed by IDX Design + COM
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