Historically established on boulevard de Courcelles, it was at 114 avenue des Champs-Elysées that J.M. Weston opened its second Parisian address in 1932. As this address is closing its doors for good in the autumn, the Limoges house is stopping off at Gaumont for a one-year freeze frame that is a prelude to a new address on the Champs-Elysées. Forging a path between a timeless and modern approach, J.M. Weston is exploring a host of adventures in new territories: the house has just got a foothold in the Marais with a boutique on rue des Archives, which extends a new store concept initiated in 2013, at 243 rue Saint-Honoré in Paris.

J.M. Weston是一家百年皮鞋品牌，位于库尔塞勒香榭丽舍大道114号，1932年并对外开设了第二家专卖店。2016年秋季关闭香榭丽舍大道114好的店面之后，之后就搬到香榭丽舍大道的新地址，和法国高蒙电影公司签订了一年的合作关系。

Enter the world of J.M. Weston and get swept up in the magic of the Gaumont Ambassade. loci anima, the designer of this pop-up store unlike any other, brings two French houses together. This unique shopping experience reveals the ties between the values held byJ.M. Weston and a certain idea of cinema championed by Gaumont, in a staging that combines movement and freeze frames, flamboyance and restraint, that is ephemeral yet designed to last… and take the customer a long way, like Weston footwear.

Before the Gaumont Ambassade cinema begins a new chapter in its story, J.M. Weston is slipping into its world to offer an unprecedented experience: a pop-up store in a cinema. These two top French houses did not meet by chance: emerging towards the close of the 19th century, pioneers of French excellence – whether the cinema or unique know-how – both convey a distinct vision of creativity and elegance, combining great classics and brand new creations, a timeless feel and contemporary influences, to bring cult creations to birth.

Like Gaumont, J.M. Weston has forged its independence  based on the desire to accompany the freest journeys and bolster the paths of a singular life, those that lead to a highly distinguished form of self-fulfilment.

With this side step, J.M. Weston is showcasing a curious introspection on an avenue that since 1932 has played home to its second historic address, and whose Arc de Triomphe still adorns its logo today. However, the years have passed on the Champs-Élysées, which – since Jean Seberg strolled along it with her New York Herald Tribune – had lost the cultural shine of the "Bande du Drugstore" mods. This chapter now seems to be closed: the Champs-Elysées is buzzing with creativity with bold projects designed by top star architects from BIG to Jean Nouvel. J.M. Weston is thus keeping one step ahead (as is famously its wont) and offering this unprecedented shopping experience on an avenue it knows well.

The architect Françoise Raynaud and her loci anima band are taking over the Gaumont on the Champs-Élysées.The agency has taken a close look at J.M. Weston's codes and put forward a revelatory installation, sensitive to the brand's history and its time-honoured codes. It offers the visitor a space outside of time, in which authenticity and extravagance combine, where you can hear the whisper of the story that you tell yourself and others when you walk towards your destiny wearing a pair of Westons. True to  its insistence on restraint, the agency has come up with a perfectly durable installation with intense effects despite a frugal economy: the flight cases presenting the collections will be used to transport this exhibition to the next destinations, the furnishings and configuration of the cinema becoming one with the staging design in a tailor-made approach of which the shoemaker is fond.

loci anima is thus continuing its research into the architecture of travel, inaugurated for the America's Cup in Auckland with a noteworthy project merging content and container. For hybridisation is well and truly the leitmotif of this agency, which nowadays combines nature and high-rise design in a residential tower in Manhattan, as well as in the Pont d'Issy district in Issy-les-Moulineaux.

编辑：SAM