Galeries Lafayette Champs-Elysées unveils its visual identity

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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, designed in collaboration with creative studio DVTK and which will also be unveiled on March 28th, takes its inspiration entirely from this visual design.

Whether it’s fashion, design, art or music, Galeries Lafayette Champs-Elysées must introduce, stimulate and engage visitors with the most creative minds of our times. The global identity designed by M/M (Paris) which we are unveiling today, fully reflects this approach and heralds the new proposal we want to offer our customers just a few days before the store’s official opening.
— Guillaume Houzé, Galeries Lafayette Image and Communication Director
Galeries Lafayette Champs-Elysées is a world in itself, a finite, tangible universe on the confines of our reality, on the Champs-Elysées, ‘the world’s most beautiful avenue’. In this shared space, two dice held in the palm of a hand wait to be rolled so they can reveal the quality and spirit of the relationship humans try to establish with the world every day, by trying to master and tame its indecipherable mechanisms.
— Mathias Augustyniak and Michael Amzalag, co-founders of M/M (Paris)
Eva Perret