Morgan unveils its new Champs-Elysées store

Morgan recently opened its new flagship store at number 92 on the world-famous Champs-Elysées in Paris.

The new store, which is just a short distance from its previous location, deploys a new architectural concept to the full in a 550- square-metre-area divided over two floors.

The colours are warm and sophisticated – gold, iridescent champagne, red, glossy black – with fine net hangings and Haussmann-style mouldings.

With its central enfilade and carpet in a mosaic of the brand’s colours, rows of alcoves, and an impressive chandelier in Swarovski crystals overhanging a staircase six metres across,Morgan reinforces the image of elegance and audacity.

To create a modern interactive atmosphere, the brand is expressing itself through the new technologies and a number of high-tech elements – giant screens, a ‘Tweet Mirror’ (to send photos when trying the garments on in the store) and ‘magic mirrors’ (alternating visuals ofthe brand with the customer’s reflection).