Chanel and le19M have been major partners of the international festival Design Parade Toulon since 2016. This year too, the renowned fashion brand and its Maisons d’art grace the event with their unique approach to interior design through an array of activations and collaborations, including the Visual Merchandising prize awarded to Anaïs Hervé and Arthur Ristor. The two creatives have received a grant to develop a project that will be unveiled at next year’s festival, in 2024.
As for the Maisons d’art from le19M, they have displayed their unparalleled savoir-faire by collaborating with Aline Asmar d’Amman for her striking exhibition “L’Amour, la Mer, les Femmes,” on view at the former Bishop’s Palace in Toulon. Aline Asmar d’Amman, the AD100 architect and founder of Culture in Architecture, enlisted the help of several specialty creators, including our partners Goossens, Lesage Intérieurs, Studio MTX, and Lemarié, to celebrate the ongoing dialogue between the savoir-faire inherent in both fashion and interior design.
In Aline’s words, the exhibition “pays homage to the free-spiritedness of the greatest patrons of the 20th century and suggests the evocative power of Mediterranean interiors, akin to the liquid continent that brings together myths and diversity, while fostering fertile connections between the shores of the world.” It also presents a remarkable opportunity to witness in person the incredible work of les Maisons d’art.
Consider, for example, the fascinating ‘Mobile des Métiers,’ a suspended object with eight tentacular branches. Resembling a giant dream catcher, it balances on its hemp and hammered metal stems, unveiling at each end the exquisite creations of Chanel’s Métiers d’art from le19M, including Lemarié, Goossens, Lesage (Hubert Barrère), Atelier Montex, and Studio MTX. Like a gateway to dreams, it hovers above a brutalist bookshelf adorned with onyx shelves displaying evanescent nuances. Inspired by Cocteau’s quote, “I don’t know what this object is or how it presents itself, but I love that it exists and makes me dream,” this piece reflects the ecstatic act of creation fueled by a thousand and one sleepless nights.
Wander in awe from room to room and discover the “Return from the Market” Tent, a canopy designed by Aline Asmar d’Amman in collaboration with Studio MTX. It employs the unique codes of the studio’s “window panels,” diverting them from the walls to the ceiling to create a drapery effect. The original idea of suspending the panels like a folded ribbon from the ceiling connects this microarchitecture to the spirit of the place, inviting the airy atmosphere of the nearby market inside the building. Regarding this collaboration, Aline states, “Entering the world of architectural embroideries by Studio MTX is an adult architect’s dream. Everything is possible because the playground extends beyond the technical skills of these exceptional workshops; it is fueled by exquisite conversations with Mathieu Bassée and his team.”
Throughout the space, one can admire the subtle work of architectural embroidery. “The delicacy of Maisons Lemarié and Lognon’s creations has always fascinated me,” recalls Aline. “I was dazzled by the beauty of the cardboard crafts discovered during my visit to le19M. It all began with an inspiring conversation with Gwenaëlle Créhalet, the director of the Maison, about the intersection of fashion and decoration. We share this belief, as well as the desire for creative exploration that broadens horizons. Drawing from the distinctive archives of the house, I envisioned entire walls covered in architectural materials born from the encounter of paper and pleats, showcasing the exceptional craftsmanship of the workshops. Articulated screens for the ‘writing room,’ curtains for the ‘entrance of tales’ where a spectacular luminaire unfolds like rays of moonlight, frozen totems in time, wall sconces reminiscent of underwater environments – all imbued with gracefulness and poetry, dedicated to “L’Amour, la Mer, les Femmes.”
A thousand more words will not do justice to the magic born out of this exclusive collaboration between Aline Asmar d’Amman and the Maisons d’art from le19M; one needs to see it to fully grasp its grace and beauty. Don’t miss Design Parade Toulon.
