apparel store in france invites shoppers into gravity

An avant-garde retail experience welcomes shoppers to browse Parisian fashion brand Heimstone's apparel in a gravity-defying swimming pool. The ‘Heimstone Public Pool’ store sits in the heart of the coastal town of Saint Tropez, France, designed by The Refreshment Club as a 360 degree experiential campaign. The intriguing design concept draws on the charming allure of Americana public pools of the 60s and 70s, resulting in an out of the box and immersive experience which rethinks the image of a regular store as a pool — tilted on its side — showcasing clothing items against the backdrop of tiles of various hues of blue.

all images courtesy of The Refreshment Club

The boutique store redefines boundaries of conventional retail design by creating an immersive, somewhat surreal, shopping experience inspired by the nostalgia of vintage American swimming pools. Paris-based design agency The Refreshment Club has developed the space with an intriguing facade that catches the eyes of passersby from across the street, urging them to approach the store window which serves as the surface to the pool. Peering through they can witness the brand's exclusive apparel, accessories, and immersive activations across the 60 sqm interior. Its surfaces within are meticulously crafted with a grid of 2.5cm X 2.5cm pool tiles, creating a seamless aquatic ambiance. A pool ladder, a standout feature of the store, elegantly pierces through the window and extends into the store, serving as a visual centerpiece.

an avant-garde retail experience immerses shoppers in an aquatic ambiance

The Refreshment Club unveils ‘Heimstone Public Pool’ in Saint Tropez

a grid of pool tiles in various hues of blue clad the entire interior

project info:

name: Heimstone Public Pool Saint-Tropez designer: The Refreshment Club location: Saint Tropez, France

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edited by: ravail khan | designboom