In 2002 Chloé asked us to come up with a concept for their stores. The brand has attitude. Chloéʼs image is pretty but also spirited and unpredictable. My aim was to show the contradictions inherent in the Chloé character and to give the shops an edginess which is missing in many luxury designer shops.
By spring 2007 there were over 100 Chloe stores either built or in development worldwide, including flagship stores in Paris, Tokyo, Hong Kong, Los Angeles, and New York. We were responsible for designing these stores along the lines of the original concept, with the flexibility to modify the designs to suit the various markets worldwide and to take into account their cultural differences.