Billionaire Boys Club EU x USM

Paris, France

The premium fashion brand Billionaire Boys Club EU founded by Pharrell Williams and Nigo has recently launched a pop-up shop in the newly opened Galeries Lafayette in Paris choosing USM as the structure and furniture used to display their designs.

The clean lines of USM, work seamlessly in a retail setting creating an aspirational contemporary aesthetic that still allows the product to take centre stage. USM is perfect for pop up retail environments; it’s innate modularity and quality means it is the sustainable choice, easily reconfigured once the pop up has reached the end of its life cycle.

Located on the famous Parisian shopping Street Champs-Elysees, the Art Deco building of Galeries Lafayette has been transformed by Danish architect Bjarke Ingels (BIG). Considered as a ‘laboratoire de commerce’ by its CEO Nicolas Houze it is changing the relationship between the label and its clients, partners and collaborators by creating an intuitive and reactive shopping experience.

Together, we wanted to create a space which reflected the feeling of a Billionaire Boys Club EU flagship space but present our forward thinking vision for the brand in such an architecturally led department store. - Craig Ford, Billionaire Boys Club EU

The choice for furniture and fixings was simple. USM Haller allowed for full flexibility and creativity with the modular nature of the furniture meaning that it can also be adapted easily if needed. The chrome perfectly reflects the light inside the space and complements the metal-clad walls inside the space. The structure is free of shelving where possible to allow light to pass through, maximising the photographic moon-tiled floor, which fits the Billionaire Boys Club DNA of wireframe and vector based graphics that the brand has become renowned for.

Learn more about Billionaire Boys Club on their website and Instagram account @bbcicecream_eu.

Photos : @karlhab

If you want to purchase a USM Haller piece yourself design it now in our online configurator, or find your local sales partner here.