Everything began last October when the Maison & Objet team invited me to design and curate their new exhibition space dedicated to the fusion of fashion and design, which I named Flow of Fashion. The project immediately resonated with me, as it embodies what I’m most passionate about: crafting spaces that spark curiosity and captivate with emotion.

With over 35 years of professional experience, I’ve always sought to redefine how brands engage with their customers. Flow of Fashion extends this vision: a space where innovation meets creativity, reimagining the relationship between clothing and objects.

For me, it was crucial to envision this new area as a living experience, featuring dynamic mannequins, reflective plays of light, and interactive solutions. The goal? To provide retailers—whether they own concept stores, fashion boutiques looking to incorporate design, or hotel and museum shops—with tangible, inspiring ideas to bring to their spaces.

Picture a space where fashion and objects engage in a dialogue to create a unique universe. It’s an invitation to see these everyday pieces differently, as part of a shared art of living, a conversation between styles and inspirations.

Today, in retail, these boundaries are fading, and the most inspiring boutiques have embraced this shift. Visionary concept stores like 10 Corso Como or Merci, where I’ve had the privilege of shaping chapters of my career, are prime examples.

To me, Flow of Fashion is a natural extension of the lessons I learned from inspiring mentors like François Dautresme at CFOC or Marie-France Cohen at Merci: creating spaces that tell a story, ignite curiosity, and most importantly, evoke emotions.

Here, every detail is designed to surprise and inspire:

• Dynamic mannequins stepping beyond static displays, brought to life in everyday scenes.

• Objects seamlessly integrated into these looks, reflecting the inseparable bond between fashion and lifestyle.

• And a breeze of innovation with Iris, our virtual muse animated through Artcare’s artificial intelligence. Iris represents the future of retail, embodying the dreams I hope to share in this space.

This space is like a family of characters brought together to inspire new ways of viewing style, crafting atmospheres, and imagining the shops of tomorrow. A journey through creativity and emotion, where every corner invites you to pause, observe, and perhaps even envision your own projects.

Each character within this space has a name, a personality, and a story. Why? Because now more than ever, we need to reconnect with humanity. These 11 mannequins are more than just figures—they represent contemporary lifestyles and values, like a family where each member could be your friend, your customer… or even yourself.

And here’s a playful twist: can you spot me? Yes, I’ll admit it—one of these characters is a little bit of me. Perhaps the concept store director? Or another figure carrying my values and stories? A “Where’s Waldo?” moment just for fun!

Behind it all is the idea of inspiring tomorrow’s communication:
Telling stories, embodying characters, humanizing a space… This is what brings stores to life today.

Imagine a world where your clients take photos, share these moments on social media, and extend your store’s story far beyond its walls. Because a space like Flow of Fashion isn’t just a scenography—it’s a wellspring of ideas to make your shops vibrant and unforgettable.

Maison et Objet Program