Sonia Rykiel by Juliette Minchin Boulevard Saint-Germain, Paris

A custom-made design reflecting the fashion house’s brand image

For Sonia Rykiel’s 50th anniversary and under the creative direction of scenographer Juliette Minchin, ATHEM designed the storefront of its boutique on Boulevard Saint-Germain. Winner of the contest for the project launched by the prestigious fashion house among students at the Ecole des Beaux-Arts in Paris, Juliette Minchin revisits the brand’s stripes in a pattern inspired by the 1970s rainbow motif. The weft of the openwork knit evokes a jumble of cobblestones, recalling the events of May 1968 concurrent with the anniversary.