Galeries Lafayette Champs-Elysées unveils its visual identity
A few days ahead of the official opening to the general public on March 28th 2019, Galeries Lafayette Champs-Elysées unveils the logo and visual identity created especially for the store.
The visual identity was designed by Michael Amzalag and Mathias Augustinyak, co-founders of studio M/M (Paris), and combines two iconic French brands, Galeries Lafayette and Champs-Elysées, both of which are helping reinvent creativity, retailing and entrepreneurship in Paris.
It features a two-dice game with combinable images on each die side and will be used in varying forms on the store’s façade, signage and physical and digital communication.
Together, by combining their 12 sides and defying chance, the two dice provide an original visual grammar: a full alphabet, figures and symbols that are effective in both two- and three-dimension and in large and small formats.
This geometric and modular principle reflects the multi-facetted nature of this new type of store and the wide range of interpretations and emotions it triggers. The editorial website galerieslafayettechampselysees.com, designed in collaboration with creative studio DVTK and which will also be unveiled on March 28th, takes its inspiration entirely from this visual design.