American Apparel Showroom / Emmanuel Picault + Ludwig Godefroy Architects

© Ramiro Chaves

Architects: Emmanuel Picault + Ludwig Godefroy Architects
Location: ,
Construction: Aaron Yepez, Carlos Tapia, Jose Luis Madrigal, Carlos Cortes, Gustavo Cortes, Konrado Angeles, Francisco Romo, Raul Carrillo, Ruben Silvestre
Year: 2012
Photographs: Ramiro Chaves

The Franco-Mexican architect Emmanuel Picault (chic by accident) together with the French architect Ludwig Godefroy just completed a new showroom for American Apparel in Mexico city, Roma district.

© Ramiro Chaves

Respecting the old layout of the house to generate the new esthetic of the project, analyzing the capacity of the old structure to define something new, to redefine different spaces, is the way we started with this project.

© Ramiro Chaves

Ripping down the inner walls to reuse only the rough structural concrete beams and columns of it, letting visible the reinforcements of the concrete we were cutting, exposing the electrical system, using rough plaster as finishing, as well as insulation cork, in a strong contrast with luxurious materials like leather and copper leaves, generated a discontinuous dialogue of materials which seems to have nothing in common at first.

© Ramiro Chaves

Therefore, producing this interesting mix of classical and rough materials, together with modern elements like the floating shelves and the loophole windows, we created a singular sensation of an elegant timeless unfinished project, made out of resplendent materials.


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* Location to be used only as a reference. It could indicate city/country but not exact address.
Cite: "American Apparel Showroom / Emmanuel Picault + Ludwig Godefroy Architects" 21 Nov 2012. ArchDaily. Accessed 23 Sep 2014. <>

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