Famous Paris Store at Boulevard Haussmann Re-Opens

Explore unknown lands, preserve and promote intangible heritage, seek out the rare and the forgotten ... these are the key values of the philosophy that the La Compaignie Française de l'Orient et de la Chine (CFOC) once again embraces, a philosophy that perpetuates the vision of François Dautresme.

“The first step of this approach is to create an exclusive concept store that will promote art de vivre, the art of living, in the broad sense. For the CFOC, this means preserving a savoir-faire that is rare or that is on the verge of disappearing by incorporating it into contemporary art de vivre,” explains Laurent Dumas, “and then by establishing this concept in major international cities so that consumers may discover affordable luxury.

For this to be successful, it is vital for us to boost not only our collections but also our premises, our packaging, our service, and to highlight the beauty and the uniqueness of the savoir-faire, whether it may be craftsmanship or semi- industrial.”

The renovation of this emblematic space, which has been enhanced with a restaurant, was entrusted to François Schmidt and Sarah Lavoine, two well- known interior designers, who are accustomed to challenges and who share a common vision. The specifications were simple: create a two-level innovational concept store, comprising a ground floor and a basement, decked out with a cultural space and a restaurant with views over the Rue de Courcelles. Cost of the work: 1.5 million euros.

“We worked from Japanese-inspired mood boards”, explains Sarah Lavoine, “with natural woods and light colours, as we wished to revive the DNA of this brand that is recognized by the general public and that conjures up travel, savoir-faire and craftsmanship.”

“The CFOC was literally a sleeping beauty”, states François Schmidt, “an institution that just  needed to be reawakened.” The premises were entirely revamped. Every existing space was opened... for example, the basement and the store windows, so that as much daylight as possible could flow in.

As for the interior design, we put the accent on pureness, on a Japanese nuance rather than on a Chinese one, based on highly-sophisticated yet raw materials.”

Whitewalls, wonderfully-high, three-metre-fifty ceilings, store windows split between the Boulevard Haussmann and the Rue de Courcelles offering maximum visibility, where animations will take place, oak parquet flooring matching the light-wood presentation stands and counters, Japanese paper chandeliers in the form of palanquins designed by Céline Wright... all celebrate the sublimely elegant, highly sedate and luminous ambiance of these 500 square meters, composed around two staircases.  The shop will also showcase antique furnishings and a range of artwork.

State-of-the-art Japanese Cuisine

The Yoko restaurant, with its terrace and views over the Rue de Courcelles, invites their customers to pursue their Asian journey. The Korean chef, Young Kyu Park, has conceived the menu, hand-in-hand with Toyofumi Ozuru, head chef of the Black Code Group chain, who was behind the creation of other Japanese restaurants in the capital – the Orient Extrême Montaigne and Kinugawa. The  restaurant, open every day from morning, will propose, firstly, breakfasts with a continental lilt.

At lunchtime, the menu will offer a range of dishes that have been exclusively concocted for the restaurant, a pure harmony of Asian and European influences: Kyoto-style Caesar salad, Cantonese steamed dim sum, club sandwiches made with Japanese sandwich bread... as well as Chef Ozuru’s signature dishes: semi-cooked tuna Tataki with citrus fruit sauce, sashimi, sushi and California maki prepared directly at the sushi bar; and last but not least, a dessert menu that revamps traditional Japanese products: green tea, black sesame and azuki. For Tea Time, sencha and yuzu madeleine cakes and cookies will accompany a selection of teas served in fine Japanese china.

Source: Alexandra PR