Location: New York, NY, United States
Completion date: 2011
Artwork budget: $20,000
Re-imaging of Mausboussin's US flagship store on Madison Avenue in New York. Work included a remodel of the ground floor area, the store front and the second floor retail space. The intent was to introduce French brand heritage and a young and more dynamic look and feel to the environment. This was achieved by introducing a vibrant color scheme, opening up the space to daylight and introducing artwork into the space. Artwork includes mural paintings, graffitis and collages on display fixtures.
The artwork in the retail area was commissioned to bring in a nuance of french heritage. The wall graffiti and mural paintings depict various images of women with french look and are intersected by excerpts of classic romantic french love poetry. Colors are chosen consciously to match the new color palette of the retail space. Existing displays were wrapped with selective pages from iconic french newspapers and spray colored artistically.
The work was requested to be romantic and provocative at the same time to break with the preconception of a classic luxury space and surprise with intriguing elements.
When the space was conceived the positioning was defined between the client and the designer. Then the artist was brought in to be briefed on the intent of the consumer experience and the message the artwork was to support. An intellectual stimulation was consciously intended to open up the dialogue about accessible luxury.
After a thin layer brick wall was mounted into the interior of the space Jay applied ready made paper templates to the wall. The paper is so thin that it could be moulded against the brick and disappear, making the artwork look like it was applied directly to the brick wall like a graffiti. This technique was developed for a previous collaboration between the same parties for a retail store in Paris.(see other submission) Upstairs the artwork was painted with acrylics directly onto a handmade graphite wall. The paper collages on the fixtures were hand applied and spray painted on site.