Envie de Fraise

Envie de Fraise

Retail concept developed for boutique and corner formats for the pregnant women fashion pure player brand.

The Idea

Envie de Fraise is the first French fashion brand to have been created only on the Internet. Since it launch in 2006, the Brand has dressed up hundred of thousands pregnant women, among which many celebrities.
In the heart of the Parisian Fashion neighborhood, Envie de Fraise established its design studio inside a legendary building formerly used as showroom for Balmain, Galliano or Versace. Generous conceived a boutique-studio within codes of lightness and femininity: watercolors painted on wall moldings, brushed brass, gallery-like racks, etc.
A studio table was drawn for the occasion combining raw wood with brass base: it allows products and current selections to be highlighted. Mothers are welcomed with high comfort and cashing is done with a touchpad.

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