Paris, 2020

Project: Presentedby x Le Bon Marche.

Client: Presentedby.

Location: Paris, France.

Author: External Reference; Carmelo Zappulla. 

Team:  Sebastian Amorelli, Ilaria Rampazzo, Iacopo Neri.

Collaborator: Oxido Taller.

For the design of Presentedby at Le Bon Marché, External Reference has drawn inspiration from the enthralling aesthetics of the Art Déco building where it is located, in particular from the square patterns used in the historic glass canopies and also from the iconic escalator built in 1990. In the project, the square patterns have become three-dimensional in order to arrange the trainers diagonally along two walls.
The volumetric matrix fabricated in ash plywood and 3D-milled generates a wavy texture that reveals the layering structure of the wood. The square blocks are framed by brass lines and arranged in such a way as to optimize the visual perception of the products. This geometrical system of wooden blocks is able to establish a meaningful connection between tradition and future, craftsmanship and digital fabrication, Le Bon Marché and Presentedby.