As FOB PARIS has just opened its first boutique, we talk with Aurélien, Laurent and Sari about the creation of the space, their inspirations, and the importance of the boutique in the history of the brand. You're moving to 16 rue des Gravilliers (Paris 3rd).
WHY THIS NEIGHBORHOOD ?
This is where it all started! In 2012, when we launched FOB PARIS, we were sharing a flat at 38 rue des Gravilliers. And it is around this street that we have woven our network of partner artisans, starting with the first watchmaker we worked with, but also engravers, gilders, leatherworkers... Beyond the street, it is the entire Haut Marais neighborhood that resonates for the brand. It is as much the heart of historic Paris and its know-how, as it is the epicenter of Paris fashion, where all the showrooms are located during fashion weeks and where all our international customers have to pass through. Very happy to be back on rue des Gravilliers!
AS SALES INCREASINGLY MADE ONLINE, WHY OPEN YOUR BOUTIQUE NOW ?
From the very beginning of the brand, we made the choice to settle in the physical world. Our online development was only made after having opened the doors of the most beautiful boutiques around the world. Certainly because we want to establish our brand in the long term. Even more so today, after more than 7 years of existence. The brand's official boutique is therefore a necessary step. To fully express our universe, to leave our mark on a street in Paris, and soon to replicate this model in other cities...
CAN YOU TELL US ABOUT CONCEPT OF THE BOUTIQUE ?
It's a time ship. Like all our designs, we thought the store around our concept WE ARE TIME EXPLORERS.
HOW DO YOU REPRESENT TIME ?
Not in a timeline. But time as a dimension, where past present and future merge as you explore.
AND CONCRETELY ?
Each of the elements that make up the boutique gives a representation of time in its own way. First of all, of course, the watches, presented in time capsules, which tell the story of the brand collection after collection. At the back of the boutique, the spectacular 3-meter high canework, made by Pierre Doré, the last canner 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 worlds in which our watches evolve. To do this, we set ourselves three guidelines: to use science fiction; to create a poetic atmosphere; and to offer 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 comes the search for materials and craftsmen... Then the work begins. We are constantly going back and forth between design desires and technical constraints.
WHAT DIFFICULTIES DID YOU ENCOUNTER WHEN CREATING YOUR STORE ?
The first challenge was 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 boutique. Once the place was found, the process of creation began, where the difficulties were similar to those encountered when developing a product. Except that we started the work in February, a few weeks before the confinement. We had to adapt to the circumstances...
WHAT KING OF EXPERIENCE DO YOU WANT TO OFFER YOUR CUSTOMERS IN THE STORE ?
The boutique is first and foremost the best way to discover the entire collection, including limited editions (Time Capsules), and in their dedicated universe. The customer who enters the boutique 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 top-of-the-range service to our customers, who will benefit from an attentive and personalized welcome, and from a true watchmaking expertise in the boutique. The FOB PARIS boutique will also be animated by monthly events, reserved for its customers. In particular, there will be presentations of exclusive collections, produced in 16 pieces, sold only in the boutique. But also exhibitions, or more festive events, mainly during fashion weeks.
