hyères: archimode

© oma - prada transformer, seoul [2009]

both technical advancement and an ongoing globalization have made us aware of so much more than our own little habitat. seen from a corporate and creative perspective, companies have had to go the extra yard to distinguish their products. and few products are as evocative as fashion, indicating that image building is a meticulously planned process in this specific field, and that it has increasingly been done by more than garments alone. trailing the planet's top luxury brands are smaller niche names in the fashion, beauty and lifestyle arena that now also aim to make an indelible mark on the consumer through experiential architecture. currently on at villa noailles in hyères, is an exhibition which explores this growing phenomenon which makes architecture an integral part of many a fashion brand's image and prestige.

curated by jean-pierre blanc, founder of the annual fashion and photography festival in hyères, the aptly entitled archimode showcase focuses on high-profile projects by six leading architects and practices, and six renowned fashion brands. each project reveals the planning process, their particular requirements and challenges, and obviously the end result as many of us have seen or know it. the participating architects and projects are: zaha hadid and chanel mobile art, oma and prada transformer, christian de portzamparc and tour lvmh, ciguë and isabel marant's tokyo boutiqueciguë and kris van assche's paris boutique, and last but not least, diplomates with damir doma's paris boutique [on through mar 26]. location: villa noailles, montée de noailles [parc st.-bernard].

© ciguë - isabel marant boutique, tokyo [2012] / françois lacour - chanel mobile art, tokyo [2008]