Chloé Storefront

For their flagship store in Paris on rue Saint-Honoré, Chloé initiated an ongoing program during the pandemic in which a room-sized window display will host residencies of female-identifying artists. Instead of window shopping for this weekend's outfit, passersby will be greeted with provocative and inspirational live works by some of the most experimental artists of today. Here a window display, so often considered as simply an ornamental advertisement, is transformed each month into new explorations of culture and society. In other words, instead of looking through the glass towards a clothing diorama, the storefront will now act as a societal mirror reflecting outwards. The design of this specific iteration of the room-for-residency storefront hosts an artist's award-winning immersive film experience for individuals to enter into from the street. One-by-one, visitors will sit in a revolving orb within a seamless elliptical environment. As the observer revolves, otherworldly images of space and distant galaxies are projected onto the surroundings to reveal temporary feelings of insignificance. Not to be left in a state of panic, the purpose of the immersive film is two-fold; it attempts to disband self-centered visions of the world while also instilling a sense of transcendent responsibility regardless of the infinitesimally small size of each person within the universe. So, instead of looking at yet another mannequin, this storefront allows passersby the opportunity to view someone on this short, yet personal journey.