Already present around the world, the Marseille brand continues to open new shops every year. What do they look like? They’re all different, but share certain well-defined codes.
Photos: American Vintage
Shops designed as living spaces
Each American Vintage store is intended to be multifaceted. You may come to discover the collections, but you stay to sip a coffee, talk with the teams and share your experiences. In short, this isn’t your typical establishment. Here, people can actually meet instead of just crossing paths.
More and more lifestyle-focused (without forgetting that special American Vintage touch), the spaces are organised around bars and relaxation areas that encourage discussions in an intuitive and enthusiastic way. As for the service, it goes far beyond fashion tips, of course.
The American Vintage DNA
Every store expresses itself in its own way, so the materials you see are never the same. However, they all have something in common. They all focus on naturalness (in terms of the colours, the materials used and the plants that are chosen). In Bordeaux, for example, the cream of the walls complements the brown of the checkout counter, covered in earthenware tiles. To showcase its essentials, American Vintage separates the spaces with a denim bar and a T-shirt bar.
Old meets new
As most American Vintage stores open in historic centres, the teams make a point of keeping or finding the special qualities of each location … while adding more contemporary details. In Cannes, for example, the renovation left the sublime ceiling rose intact.
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.