The Yard designs Etincelle UK retail debut

The Yard Creative has designed French womenswear label Etincelle Couture, Paris’s first UK store, which opens at Westfield White City shopping mall in west London on 30 October.


The £250 000 boutique will feature colour-changing lights, bespoke chandeliers, wallpaper from Timorous Beasties, solid timber flooring and furniture from HB Furniture.


The Yard was appointed in August following a paid credentials pitch against a South African consultancy.


Etincelle’s parent company, South Africa-based Myatt International, briefed the consultancy to tailor the look and feel of the 115m2 store to a UK audience.


‘After researching upcoming trends in shopping areas like Spitalfields, we found that the London female shopper is now looking for fun and sassy interiors rather than clinical white boxes,’ says The Yard creative director Steve James-Royle.


Myatt also tasked the design group with managing the store fit-out. ‘We are acting for the client to make sure that the quality is up to scratch, since Myatt is based so far away,’ says The Yard director Siân James-Royle.


The Westfield White City boutique will be Etincelle’s eighth store, the retailer having established outlets in France, Israel, Russia, Morocco, South Africa, China and Taiwan since its foundation in 1989.

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