USM Haller creates “techno-chic” Coperni retail space in Paris


Photo of the Coperni USM retail space

Parisian fashion brand Coperni has collaborated with Swiss furniture company USM Haller to create its first-ever boutique, a shop-in-shop at French department store Printemps Haussmann.

The shop-in-shop, installed at Printemps Haussmann in Paris, marks Coperni’s first-ever physical retail location and will be replicated at London’s Selfridges store and China’s Duty Free Mall in Hainan Island.

Photo of the Coperni retail space
Coperni collaborated with Swiss furniture brand USM

Described by Coperni‘s co-founder as “techno-chic”, the interior is defined by its cubic, space-age-style look that was achieved by reinterpreting USM Haller‘s cubic storage systems as tables, walls and display areas.

The floor of the retail space was covered in Versailles parquet flooring, with each of the wooden floor panels separated by USM Haller’s silver tubing. This typically lines the corners and edges of its storage systems and furniture.

Photo of items on display at the Coperni space
USM reinterpreted its iconic modular storage systems

The Versailles parquet flooring was chosen for its artisanal and timeless spirit that draws on Parisian craftsmanship, which Coperni said pays homage to its ethos as a brand.

The use of USM Haller’s silver tubing within the Versailles parquet flooring system marks the first time that USM has adapted and reinterpreted its modular systems into a wooden material.

USM Hallers modular systems also form arch-shaped display units along the perimeter of the shop-in-shop, which were fitted with rails allowing Coperni’s ready-to-wear collection to be displayed.

A display table constructed from larger cubic modules was placed at the centre of the space, while a wall behind was branded with the Coperni logo.

Photo of the retail space
It marks the first time USM used its silver tubing in a wooden system

In 2022, Coperni’s Spring Summer 2023 show during Paris Fashion Week went viral for live spraying a dress onto the body of supermodel Bella Hadid using Fabrican’s sprayable liquid fibre.

AMO recently created a terracruda-clad shop-in-shop for Parisian fashion brand Jacquemus in Selfridges, London, that was designed to have a “Provence atmosphere.”

The photography is courtesy of Coperni.

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