Style Speaks Volumes

Books are an integral part of the cultural mix on Paris’s Left Bank. At least, that’s the way many people imagine it has been since Jean-Paul Sartre and his coterie of intellectuals pounded the trottoir in this bohemian outpost of the French capital. But possibly due to the spread of digital media, bookstores have experienced a steady decline in business, and the impact on the Left Bank’s literary café society has been substantial, according to those charting the Parisian zeitgeist.

And yet, in a bold retort to this seemingly inevitable decline, upscale fashion brand Sonia Rykiel (Paris) has unveiled a store interior that seamlessly blends thousands of books and the designer’s latest fashion offerings to create a remarkable design (and cultural) statement.

From the outside, the store looks like many on the Boulevard Saint-Germain. Quintessential Parisian, Haussmann-style frontage is distinguished by ornate paneling and faux Ionic pillars that frame the shop windows in high relief. So far, so Paris Rive Gauche, but the most cursory glance through one of its many windows reveals that this store is different. Approximately 50,000 books have been imported here to serve as a visual backdrop for the fashion merchandise.

The entire perimeter of the store’s first floor has been transformed with the addition of floor-to-ceiling bookshelves; the second floor also contains a series of book collections. The awe-inspiring interior is the work of the designer label’s artistic director, Julie de Libran, who worked with director-publisher Thomas Lenthal and artist André Saraïva.

The books were purchased en masse by Sonia Rykiel’s team – a sizable investment for a store that’s been labeled a “pop-up” (although it will remain in its current form for “at least a year,” reports the company).

Like a lending library, all of the books can be borrowed, but not purchased. Literature on the first floor focuses on the visual arts, with “erotic works” placed in the fitting rooms, allowing Sonia Rykiel’s clientele “moments of self-discovery before the mirror,” according to the company.

At eye-level, niches were created among the bookshelves and display-rail inserts, allowing garments from the current collection to stand out in the cerebral setting. And, at various points around the store, plinths with mannequin groupings have been placed in the aisles. Now book-clad, fixtures and fittings that pre-date the installation of the bookshelves remain. The previous installation has been covered, rather than altered or temporarily removed.

Additional books adorn the second floor; however, the majority of the perimeter walls and the space surrounding the staircase on this level are dominated by a red, high-gloss lacquer finish. The effect makes the books, clothing and accessories feel like exhibits in a gallery.

While the planned duration of the Paris pop-up’s current installation hasn’t been revealed, the company states that a new concept will follow. Meanwhile, Sonia Rykiel’s Tokyo and London outposts are slated to replicate a similar book concept this spring.

When it comes to crafting a unique retail experience that also references a location’s heritage, Sonia Rykiel’s statement-making style and frequent reinvention is keeping shoppers guessing – providing them something to not only talk about, but to read about, too.