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scenography
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The kraft envelope Avenue Montaigne, Paris
Givenchy
A teaser façade as a tribute to Givenchy’s heritage
Ahead of the opening of Givenchy’s new boutique on avenue Montaigne, ATHEM developed a temporary scenography that blends storytelling and scale. The 12-metre-high installation wraps around the corner of Montaigne and François 1er with a curved façade in trompe-l’œil, evoking an iconic kraft envelope from the House’s archives.
An architectural play on textures and materials
This motif, revisited by Artistic Director Sarah Burton for her first show, draws on the discovery of original sketches and fabric samples found in Monsieur Givenchy’s former private residence. We translated this narrative into space: large-scale textile labels, metal pins, and graphic textures — all crafted to echo the tactile detail of the original envelope.
