Nowadays, when acting responsibly by saving resources and avoiding production of vast amounts of waste, companies and trade shows recognize the importance of recycling both decor and furniture.
One of the most recent examples of this new attitude influencing architecture is Veja’s newly opened minimalist and sober store in Paris, in the Montmartre area, at 16 rue La Vieuville. Inspired by São Paulo’s brutalist architecture of the ’70s, the new store of this French sustainable sneaker brand features a combination of wood and concrete.
The location was designed by Veja studio and architect Hugo Haas with the aim of preserving the existing structure, previously occupied by the Spree concept store and loved by Veja’s founders. He only added what was necessary.
“We don’t want to create any example of excess nor demonstrate anything, we are rather looking for what it takes to make it work. No more, no less. We limit our energy expenses to the minimum necessary. And we want to avoid the decoration for decoration’s sake. Of course, we give shape to useful elements, such as a bench, a mirror, a shelf, but first through the prism of use,” said Haas.
The new store blends innovation and ecological materials. In fact, some of its walls are coated with excavated earth extracted from the construction sites of Greater Paris to give it a new worth.”We wanted to set up a dialogue around the origin of the materials that are around us,” added Haas.