Salomon 巴黎秀场 | 自然与科技的完美融合

Location: Strasbourg-Saint-Denis, Paris, France

Design: Atelier Craft

Brand: Salomon

Floor Area: 150 sq-m

As a brand premised on using textile and activewear technology to make the natural world more accessible, Salomon's Sportstyle showroom in Paris, designed by Atelier Craft, utilizes raw, organic materials in contrast with its well-researched finished products to communicate the relationship between nature and technology.

Key features

Sportswear brand Salomon commissioned Atelier Craft to transform its 150-sq-m Paris showroom for Paris Fashion Week AW22. The space explores the relationship between natural elements, in this instance clay, and technology. The retail experience originates from the street with the showroom's windows painted with clay pigment and backlit with white neon tubes, which the studio likens to 'a billboard stripped of its content'. Upon entering the store, a few pairs of exclusive, limited-edition shoes from Salomon's collection are displayed on aluminium pillars emerging from a bed of crushed clay bricks. Downstairs, a cellar space with limestone brick walls is home to the same material. Salomon's own patented Quicklace technology serves as structural support to product displays. Atelier Craft explains that the structures positioned on top of the brick pieces are meant to appear as if they are 'extracting the technology from the soil.'

Frame's take

In a way, Salomon does extract its technology from the soil – though not literally. As a sportswear brand, Salomon develops and utilizes technology in order to improve its clients' experiences of the natural environment. Though the display does not make imminently clear exactly if and how Salomon uses clay for producing its technology, it instead serves as a metaphor for the brand's position at the intersection between nature and technology. Manmade interventions, in the brand's instance, help to strengthen our relationship to and with the organic environment. Atelier Craft captures this relationship by use of organic, raw materials in contrast with Salomon's finished sportswear products.