Project Overview
A heritage French luxury maison (leather goods, ready-to-wear, haute joaillerie) opened its new global flagship on Rue Saint-Honoré — a 1,200 sqm, four-level retail space in a Haussmann-era building. The facade signage had to embody the brand’s “crystalline craftsmanship” narrative while satisfying Bâtiments de France Architectes (BDF) preservation requirements for the protected streetscape.
Scope
- Primary brand logotype: 4.5m wide crystal pillar illuminated letters — each character machined from solid optical-grade acrylic (PMMA) with internal LED lattice, refractive faceting creates “diamond sparkle” in daylight, seamless homogeneous glow at night
- Secondary identifier (street number + maison name): 2.8m perforated stainless steel letters (316L, electro-polished) — 0.8mm micro-perforations (45% open area) create soft halo glow at night, crisp silhouette by day
- Window reveal signage: 15 crystal pillar logo markers at display window mullions, synchronized dimming with interior lighting scenes
- Interior atrium feature: 6m suspended crystal pillar sculpture with programmable RGBW LED, doubles as brand beacon visible from street through double-height glazing
- BDF compliance: zero visible fixings on street facade (concealed structural brackets), heritage color matching (RAL 9005 matte), reversible installation
Technical Specifications
- Crystal pillars: optical PMMA, CNC 5-axis faceting, internal SMD 2835 lattice (120 LEDs/m per character), DMX512 dimming, 50,000 hr L80
- Perforated letters: 316L stainless, 0.8mm laser-perforated, stand-off mounting with structural silicone, IP65 LED ribbon (3000K, CRI 95)
- All exterior: marine-grade anodizing (25µm), wind load NV65, IK10
- Control: Casambi Bluetooth mesh, scenes for day/evening/late-night/event modes
Result
BDF approval granted on first submission — rare for illuminated signage in protected sector. Footfall tracking (first quarter) showed 34% increase vs. previous flagship. Social media mentions of “facade” and “crystalline” up 220%. The dual-material strategy (crystal day / perforated night) created a distinct day-to-night brand narrative that aligns with the maison’s “journey from workshop to window” storytelling. The single production spec for both materials enables the brand’s global rollout team to replicate the system across 12 planned flagships.
