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The objective of the store design was to find a way to physically manifest its name. Chemins d’Or means the golden road. Right from the entrance, we find a true golden road linking the name, the facade and the interior of the boutique. The exterior window and the lighting shades are covered in graphics representing a cross between the facets of a diamond and strands of gold.

The floor displays were designed to maximize the visibility, the brightness and brilliance of the jewelry, physical ergonomics and security of the product. The success of a jewelry store is strongly attributed to the personality of its salespeople and the relationship that they have with the clientele. Chemins d’Or is a family business where the warm, familiar and human approach leads the way.

Therefore even if the store’s major brands are represented (TAG HEUER, Gucci, Tacori, etc..), the approach always remains simple and personal. This was done by the ratios of glamorous vs modest finishes and by the interplay between the visual and psychological accessibility. For example, the immense windows are covered in limiting gold strands, the entrance of the store is restrictive and imposing but remains inviting by its paved gold ceiling and light coloured floor.

Designed by IDX Design + COM

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