Independents' Day: Armand Hadida Keeps Lights Low at L'Eclaireur
One year ago - By WWD
PARIS - This is how Armand Hadida articulates his unconventional technique for drawing people into his upscale boutique:
“We close off the store, we lock the doors, we turn off the lights and voilà!” he explained in an interview, gesturing around the dimly lit L'Eclaireur boutique on Rue Hérold in central Paris. A handful of customers browsed the store, pausing to lift a shoe or pull out a piece of clothing for closer inspection while chamber music played in the background. “We are outside the norm on all fronts. We're not on a commercial road, we have no store window, the lighting is bad...
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