New Work: ALDO in Galeries Lafayette, Paris
Following his pop-up stores for ALDO Rise and Truth Or Dare, ALDO’s collaboration with Madonna, Daniel Weil has designed a pop-up store for ALDO in Galeries Lafayette, Paris.
Weil was given an oval space of nine square metres and a challenge: how to present as much of ALDO’s new autumn collection as possible within a restricted space that had no electricity so no opportunity for extra lighting.
Weil’s answer was a ‘trifolio’ – a table made in the form of three white corian petals. The white amplified the available light, while the trifolio shape not only maximised the oval space that Weil was given, it allowed ALDO to present the collection in three distinctive and commercial categories: city shoes, evening shoes and sports shoes.
The concave spaces between the petals became the spaces in which people could sit and try the shoes; the petal base became highly practical storage for the shoes; and the ends of the base became the ideal place for foot-level mirrors, an integral part of any shoe-buying experience.
In a second location on the same floor, ALDO was offered the opportunity to use displays belonging to Galeries Lafayette to showcase the collection further. Weil re-purposed these existing displays by covering them with a grooved white corian top, and so connecting them by material to the trifolio.
The displays are divided into segments to present shoes in their relevant categories, which each segment bracketed by ALDO’s vivid campaign images, ‘floating’ inside transparent perspex frames.
The pop-up shop is open until 26th October in the shoe floor, Galeries Lafayette, Paris.
