~ Jean Marc Gady// Aymes boutique

Firstly, coming across these amazing images of Aymes boutique in Paris & they made me say WOW outloud. Then reading the creative inspiration for the space, it's hilarious to find out that someone uses the word 'fantasmagorical' (and probably waited for a while to get it into a sentence) and also keeps a python in the boutique, I would have suspected to be French & I must go!
 'I wanted to create a timeless space that would cause an immediate loss of reference points. Forget everything and then discover frédéric aymes’ fantasmagorical roses. My first job was to transform the perspective of the space by creating a whirlwind of light portals, a fantasy vision of a fairy story which, although ultra-modern, still bears the traces of the romantic period. An invitation in which we come upon the jewellery in a totally unexpected way... '

Formerly Dior Joaillerie's artistic director and a designer for Cartier and Kenzo, Frédéric Aymes aimed for something a little different when he set up his own company, called simply Aymes.

A series of futuristic rings that emerge from the floor to draw visitors through. At diameters that progress from 15 to 9 feet, the rings are decorated with rococo plaster garlands and outlined with double strands of LEDs.



Conceptually, the arches derive from multiple sources: the arcades of French châteaus; the arbors of Paris's most famous rose garden, the Jardins de Bagatelle; and Alice's Adventures in Wonderland.
'It makes you think of Alice when she falls into another world,' he says. Visually, he concedes a closer resemblance to 2001: A Space Odyssey:
'It's a vortex that pulls you somewhere.'
For Gady, such a dramatic gesture was necessary for a number of reasons. First, the lack of foot traffic in the square required a bold statement to draw the eye.
'People immediately realize that something exceptional is going on inside,' he says. The rings are also a response to the small number of pieces on display.
Normandy is where he found a 19th-century wrought-iron spiral staircase. It wasn't long enough, however, to connect the ground level to the mezzanine and the basement, intended to become an office. So Gady extended it with replicas at both ends and painted the whole thing white.
Accented with a dash of fuchsia, white is very much the predominant color. The floor, for example, is a glossy white resin.
'It blurs people's vision by creating reflections and makes the rings look like they're emerging from a bath of milk,' he says.
The pet Python kept in the boutique called Oscar


Images ©Jean-Marc GADY
Via Interior Design Last three images courtesy of Interior Design