First Yema store

The stakes were high for the transformation of this space in Paris's 6th arrondissement: to create the very first boutique for Yema, an iconic French watch brand since 1948. Our ambition, perfectly in line with that of the owners, was to imagine a space that was both lively and intimate, where every customer could feel at home, far from the traditional codes of typical boutiques. 

The beauty of natural materials

Yema is a French company based in Morteau in the Doubs region, the cradle of French watchmaking. For their first boutique, they chose Boulevard Saint Germain, in the heart of Paris's 6th arrondissement. The history of this independent family brand and its region of origin (eastern France, close to Switzerland) had to be reflected in the overall atmosphere of the place. 

We therefore chose walnut, a noble wood with deep shades, for most of the boutique's interior design and for covering some of the walls. It adds a warm touch, contrasting with the floor and other materials chosen: mirror, glass, stainless steel, metal, and travertine. These combinations, reminiscent of the materials used in watches, emphasize the timeless elegance of the space. To highlight the display windows, we designed a notched frame reminiscent of the gears in watch mechanisms.

Feel at home

Once past the display area at the front of the store, where all the watches are on display, customers discover a more subdued atmosphere at the back. With midnight blue carpeted floors, a custom-made curved bench, and a small dining area with a solid stainless steel bar... This intimate space invites customers to sit down, explore, take their time, and feel at home, or as if they were in a discreet hotel lounge. 

A thick velvet curtain separates the staff area and can also completely conceal the kitchen when drawn. This helps to reinforce the intimate atmosphere of the space.

Yema Store
198 boulevard Saint-Germain, 75006 Paris