Atelier du Pont designed the interiors of three Avril boutiques by exploring the architectural potential of natural, bio-based materials. Each location is characterised by a different material—raw earth, cork or vegetable fibres—creating three distinct retail environments while maintaining a coherent identity for the French organic cosmetics brand.
Three boutiques shaped by three natural materials
For the three Avril stores, Atelier du Pont developed a concept based on a single design principle: each boutique is defined by one dominant natural material.
The boutique on Rue Montmartre in central Paris explores the expressive qualities of raw earth, the store inside Montparnasse Train Station is centred around cork, while the boutique at Aéroville uses vegetable fibres to shape the interior.
Rather than applying the same design language to every location, the studio adapted the concept according to the material selected for each space, giving every boutique its own architectural identity.
Raw earth defines the Rue Montmartre boutique
The Paris boutique on Rue Montmartre is characterised by a palette of ochre and rosewood tones.
Walls finished with hand-applied raw earth create continuous surfaces without visible joints, allowing niches, curves and display elements to emerge directly from the architecture. Linen fibres embedded within the clay enrich the texture of the walls, while exposed stone surfaces and an ochre-coloured concrete floor contribute to the overall material composition.
Thin metal shelving is integrated into the earthen walls, reinforcing the contrast between handcrafted surfaces and precise display elements.
Cork shapes the Montparnasse boutique
Inside Montparnasse Train Station, cork becomes the defining material of the interior.
Applied to walls and suspended ceiling panels, the material introduces texture and warmth while helping to soften the atmosphere of a busy transport hub. Rounded mirrors, coordinated furnishings and two make-up stations positioned near the entrance organise the customer experience around a compact and welcoming retail space.
Vegetable fibres define the Aéroville store
The third boutique explores the expressive qualities of vegetable fibres.
Large woven bamboo-fibre panels suspended from the double-height ceiling introduce movement and emphasise the vertical dimension of the interior. Their curved forms are echoed by the organically shaped furniture positioned at the centre of the space, encouraging circulation throughout the boutique.
A large natural wood display unit completes the composition, reinforcing the tactile qualities and warm colour palette associated with the selected material.
Craft objects complete the interiors
To complement the architectural concept, Atelier du Pont collaborated with curator Où est le beau and the digital gallery and publisher Folks, inviting a group of designers to temporarily exhibit handcrafted objects inside the boutiques.
The installations included chestnut wood vases, paper sculptures made from eucalyptus bark, chamotte stoneware jars, ceramic and rattan containers, creating a dialogue between architecture, materials and craftsmanship.
The participating designers included Elisa Uberti, Camille Esnée, Haeghen Paris, Léa Ginac, Valeria Vasi, Elodie Audureau, Superbe Céramique, Madeleine Oltra, Mat Na Paris and Sonson Tingaud.
Project information
Client Avril
Design Atelier du Pont
Boutiques Rue Montmartre, Paris — raw earth; Montparnasse Train Station, Paris — cork; Aéroville — vegetable fibres
Curator Où est le beau
Digital Gallery & Publisher Folks
Photo credit Vincent Leroux