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15.09.2020

FOB PARIS designers interview: the story behind the store

#Fob life #News

While FOB PARIS has just opened its first store, let’s take a look back with Aurélien, Laurent and Sari, and on the creation of the space, on their inspirations, and on the importance of the store in the history of the brand.

You settle at 16 rue des Gravilliers (Paris 3rd). Why this neighborhood?
This is where it all started!

In 2012, when we launch FOB PARIS, the three of us were roommates at 38 rue des Gravilliers, a few doors away. And it is around this street that we have woven our network of partner craftsmen, starting with the first watchmaker with whom we worked, but also engravers, gilders, leather craftsmen...

Beyond the street, it is the entire Haut Marais district that resonates with the brand. It is as much the heart of historic Paris and its know-how, as it is the epicenter of fashion Paris, where all the showrooms are located during the fashion weeks and therefore a must for all our international clients.

Very happy to be back on rue des Gravilliers!

As more and more sales are done online, why open your store now?

From the very beginning of the brand, we made the choice to settle in the physical world. Our online development only took place after we opened the doors of the most beautiful boutiques around the world.

Surely because we want to make our brand sustainable. All the more today, after more than 7 years of existence.

The official store of the brand is therefore an necessary step. Fully express our universe, imprint a street in Paris with our trace, and soon replicate this model in other cities...

Can you tell us about the concept of the store?

It's a time ship.

Like all of our designs, we designed the store around our WE ARE TIME EXPLORERS concept. How to represent time? Not following a timeline. But time as a dimension, where past, present and future merge as you exploration.

In concrete terms?

Each of the elements that make up the store gives in its own way a representation of time.

First of course the watches, presented in time capsules, which tell the story of the brand collection after collection.
At the back of the store, the spectacular 3-meter high cane, made by Pierre Doré, the last caning craftsman in Paris, is a mixture of eras in itself. It is a modernized cane, made of new materials (recycled plastics) and light, alternating translucent and opaque strips.
The mural, too, by artist Anna Lou Lucchini, is an interpretation of "space-time".

What was your approach in designing this place?

We wanted to imagine one of the many possible universes in which our watches evolve.
To do so, we set ourselves three guidelines: appeal to science fiction; in a poetic atmosphere;by offering customers an experience that evokes luxury.

To move forward, we applied exactly the same approach as when we create a new watch: first a moodboard, then drawings and plans. Then begins the search for materials, craftsmen... Then the work begins. With this constant back and forth between design desires and technical constraints.

What difficulties did you encounter during the creation of your store?

The first challenge is to find a place. There are few spaces available in our neighborhood, and we had to be patient before finding the one that would become the FOB PARIS store.
Once the place is found, the creative process we were talking about just now begins, where the challenges are ultimately quite similar to what one might encounter when developing a product.

Except that we start the work in February, a few weeks before the lockdown. We had to adapt to the circumstances...

Except that we start the work in February, a few weeks before the lockdown. We had to adapt to the circumstances...

What experience do you want to offer your customers in the store?

The store is above all the best way to discover the entire collection, including limited editions (Time Capsules), in their dedicated universe.
The customer who enters the store must immediately find himself projected into the universe of the brand: the SF inspirations, the poetic conception of time, the attachment to creation and craftsmanship...

We wish to offer a high-end service to our customers, who will benefit from an attentive and personalized welcome, and genuine watchmaking expertise in the store.

The FOB PARIS store will also be animated by monthly events, reserved for its customers. With in particular presentations of the exclusive collections, produced in 16 pieces and sold exclusively in the store. But also exhibitions, or more festive events, mainly during fashion weeks.

What experience do you want to offer your customers in the store?

The store is above all the best way to discover the entire collection, including limited editions (Time Capsules), in their dedicated universe.
The customer who enters the store must immediately find himself projected into the universe of the brand: the SF inspirations, the poetic conception of time, the attachment to creation and craftsmanship...

We wish to offer a high-end service to our customers, who will benefit from an attentive and personalized welcome, and genuine watchmaking expertise in the store.

The FOB PARIS store will also be animated by monthly events, reserved for its customers. With in particular presentations of the exclusive collections, produced in 16 pieces and sold exclusively in the store. But also exhibitions, or more festive events, mainly during fashion weeks.

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07.15.2020

FOB PARIS boutique is now open!

#Fob life #News
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