A new collaboration between OMA/AMO and design icon Virgil Abloh has opened in Paris this past weekend, giving the 9-year-old Off-White brand a flagship location in the couture capital’s 1st arrondissement.

The store is the second project from AMO and the famed designer after opening a Miami location at the end of last summer. The two had previously paired on a retrospective exhibition of Abloh’s work held at the MCA Chicago in 2019.

Off-White founder and creative director Abloh told Hypebeast he views the new flagship as “an incubator for new talent, a cultural connector within the community, and an experimental laboratory of creativity and innovation.” 

The three-floor retrofitted 19th-century space features a ground floor with a dedicated wing for Nike products, gallery space, and two contrasting retail areas meant to “amplify the voices of the community” and evoke bygone Parisian flea markets respectively.

The remaining two floors feature a curated shopping experience with on-site coffee from % Arabica and decorated with silver chandeliers by Dutch designer Tim Hooijmans. With an emphasis on juxtaposition and brand history, AMO has delivered a museum-like space for Off-White in the form of a reinterpreted structure whose blending of formal elements and considerations of local architecture should be used as a model by retail designers for years to come.

“Working with AMO is a synergistic process. The way we ideate is similar—nothing is off-limits—and the outcome at Off-White Paris is greater than I could have ever imagined,” Alboh said in a statement.

The store’s location places it squarely within walking distance of the tourist-friendly Place Vendôme and Tuileries Garden. The Rotterdam-based research and design arm of Office of Metropolitan Architecture (OMA) has also completed runway projects for Prada and Bulgari recently.