Paris Design Express------Showcase Facade

Author: Zhang Yuanlin
Publisher:
Publish Date: 2005-01-01
Features: Paris, a dreamlike artistic nation. Leisurely people in cafes along the Seine, portrait painters under the Eiffel Tower, graceful women passing by, and the singing dogs of wandering artists in the subway—everywhere is filled with intoxicating romance. In this series of books, you can not only see the grandeur of famous stores but also discover hidden treasures within Paris. Everything in Paris depends on how you experience it.
Advertisement posters: Parisians feared that large advertisements hanging on buildings would affect the city's image, so they "lowered" them to the subway. Though never exposed to sunlight, they still radiate charm. Advertising materials in Paris are cost-effective, mostly colorful spray paper enlargements. The high efficiency of these ads comes from weekly renewals, as there is no rain in the subway. Parisians are receptive to advertising, which can be as attention-grabbing as TV, newspapers, or magazines. Benches are placed in the subway, allowing people to rest while admiring the ads. Successful poster ads are either "simple" or "complex"—some with large text and no decorations, while others are full-page with intricate textures and only a line of small text, yet people instantly recognize the ad's content. If the text or design is humorous, it leaves a lasting impression.
Today, China's economic construction is advancing rapidly and is bustling with activity. Whether it's a grand celebration or a small restaurant opening, everything is decorated with colorful banners and balloons, creating a spectacular scene with the ambition of "reaching for the moon." However, few people remember these scenes after they pass.
The Paris subway is vast. Some say that exploring all the stations on 20 lines would take six months, and photographing all the posters would take three months. I didn’t have that much energy, so I chose to shoot posters suitable for China’s context, as they are quiet, harmonious, and rich in meaning.
Storefronts: In today’s material abundance, a product placed thoughtfully in a creatively designed storefront, illuminated by props and lighting, is given a "life," truly making it "worth its weight in gold." Parisian storefront designs are simple and clear. Often, there is open space around important products, just like how open squares highlight monuments or sculptures. The front and side panels of the storefront are where designers unleash their imagination. Whether the design is three-dimensional or flat depends on the product’s personality. They are flexible, breaking conventions—turning flat into curved, horizontal into vertical (hanging), and upright into lateral—to achieve the "magic of transformation."
Storefront signage in Paris is small and uses simple colors—even the famous Lafayette department store follows this trend. The storefronts of Parisian stores give a sense of home. Many entrances may not appear "horizontal," looking small from the outside, but once inside, you discover they are long and deep (including basements). The roofs are high, without additional floors, creating an open and spacious visual experience. Storefront designs are often closely linked to posters, exhibitions, stage design, and even painting. If our storefront designs can integrate these elements, they will produce extraordinary visual art effects.
Store interiors: I noticed that no matter which line of the Paris subway, if a station is crowded, there will always be signs like "Paradise of Shopping" or "Palace of Art." The most crowded areas are Lafayette department store, the Arc de Triomphe, Champs-élysées, the Louvre Museum, and La Défense. I stood for a long time in the Lafayette department store, not looking at people or shopping, but marveling at the masterpieces created by the designers. The round, cathedral-like ceiling was bathed in sunlight streaming through the colored glass windows, filling the space with brilliance. Parisians are too luxurious to shop in such an environment! Lafayette has nine floors, with the first floor being the most bustling. Cosmetics, jewelry, watches, and bags are arranged in different styles on display platforms designated by world-class designers. The curved, square, and shapeless display stands resemble treasures from Louis XIV’s palace, dazzling with their variety.
The product display stands (platforms) designed by Parisian designers are not only world-class in craftsmanship but also meticulously chosen in materials. Their exquisite beauty cannot be described in words, making people reluctant to leave.
Parisian commercial layouts fall under urban planning, with a historical touch. If you visited Paris 20 years ago and had a candlelit dinner at a restaurant or bought a souvenir from a shop, you would still be able to find them in the same spot today. This approach brings stability and a sense of eternity, not just personal behavior, but a higher level of urban cultural development.
Store interior design is just as important as storefront design—it is the city’s calling card, its face. The city’s personality, image, and refinement are all reflected in this face.