Pentagram has designed Margaret Howell’s second standalone store in Paris, in the Marais district.

The second shop was driven by the need for a bigger showroom space in Paris, and combines a the 80m2 boutique with a showroom and small office space. It is the latest addition to Margaret Howell’s retail portfolio, that includes over 100 outlets worldwide.

The aesthetic of the shop is driven by the brand’s flagship store on London’s Wigmore Street, also designed by Pentagram. The Wigmore Street store is the heart of the brand and has a pared down feel, inspired by Margaret Howell’s simple, understated elegance and dedication to fine craftsmanship.

The front section of the store includes a cash desk and the womenswear collection. As with Wigmore Street, a simple hanging and shelving system is used. Clothes rails line the walls and full height Vitsoe shelving is used to display accessories and small leather goods. Additional cantilevered shelving is made from European stained oak, which is also used for the shop’s floor.

A corridor connects the front section of the store with the back section, which is used for fitting rooms, the men’s collection, an office and showroom. The showroom is separated from the rest of the store by a glass wall, allowing a glimpse into the inner working of the brand. The back section includes a skylight, creating a hint of daylight that filters through the space and guides visitors through the shop. The skylight was an essential part of the space, and is part of the DNA of a Margaret Howell store.

The store is situated on 37 rue Debelleyme.