Designed with their friend, architect Corto Herry, the Vieille du Temple outpost is a nod to the brand’s 90s roots with minimalist design. The store will sell vintage art books on Picasso, Calder, Kandinsky, or issues of the vintage magazine Egoïste. And on the walls, every six months, the brothers will feature an artist that they love. For the opening, it’s a painting from French artists Jacques Soisson, which people can buy.
“There are also objects that represent our history, with small pictures of our family; business cards from our grandmother’s [lampshade] business,” says Théo. “We wanted to have kind of like an art gallery, and at the same time to develop all our products and our collections. So this is really like the first shop, let’s say that is at the same time classic, timeless, but at the same time creative and arty, which reflects our design philosophy. We want to implement that in all our shops.”
Elsewhere, the brand has acquired a new space in Paris for brand events, exhibitions and photo shoots, to help forge stronger connections to the Paris art scene, Théo adds. “It’s a hybrid space, an ecosystem for the creative industries, which allows us to speak through Lafaurie and connect with people.”
Under the surface of their curated, artsy stores and contemporary designs, the duo are also investing heavily in technology to bolster the business and streamline processes for their 50-strong team. “When everything is unpredictable, we need to rely on the best tech,” says Pablo. This means building a brand operating system powered by proprietary AI, to automate everything that is possible, from administrative tasks like filling in Google Sheets for suppliers.
To continue their growth trajectory, it’s about balancing the creative and the commercial, Pablo adds. “Lafaurie is a creative brand, but also a brand with a smart, industrial approach, and this is what we try to implement. There aren’t many brands in France doing that.”
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