Generous develops the first boutique for the pregnant women fashion pure player brand. Envie de Fraise offers expectant mothers the greatest french designs affordable for all. In the heart of the Parisian Fashion neighborhood, the brand’s designers and stylists create the collections imagined on the 5th floor of the 101st Rue Réaumur by the founder Anne-Laure Constanza. Generous designs the boutique as a vibrant echo of both the brand’s website and it creative studio.

The boutique-studio is the first step for the pure-player into bricks and mortar retail. A space that counters the limits of e-commerce notably by offering a real space for sharing between the Brand and its customers, a free and tailored after-sale service, ready-to-loan collections, a connected store allowing to share in-store experiences on social media. A human, warm, caring seamless, 360° experience – a reflection of the values rooted in the brand’s DNA.

Natural and fresh, the general atmosphere of the boutique is thought out as an extension of the creative studio. Generous called on a artist painter to develop light layered water colors on wall moldings. Hanging pictures displaying collections and attached with brass pliers accompany the customers’ journey. Positioned at the centre, this table shows selected pieces of clothing and lifestyle accessories.The cashing procedure allows customers to sit comfortably. Generous draws a studio table with a raw wooden tray fixed upon two brushed brass trestles.