We
can't wait till the launch of the 'Charlotte Kan Pop-Up-Shop' at
the
new 'Saint Germain' store in Amsterdam. We catch up with Rory and
Iris
the founders of Saint Germain to learn more about their creative
retail
venture in the Red Light District and their plans for the
future.
Saint Germain is an exciting concept, how did it all come
together?
Saint
Germain is inspired by the style and flair of Saint Germain des
Pres in
Paris: the people, the culture, the food, the architecture, the
small
cafes, the jazz, the opera and the fact that people do as they
please
and nobody tells them what to do. Basically the idea for
Saint Germain
was born there when my boyfriend took me for our first (of the
many)
Paris trip(s). :)
Inspired
by this way of living, I felt the need to challenge traditions
and
habits and push them forward to new ways and times. At Saint
Germain, as
a boutique and a creative agency we strive for a balance between
old
craft and modern design.
What
kind of customer do feel will pass through the doors at Saint
Germain?
Saint
Germain is passionate when it comes to craftsmanship, whether this
be
clothing, art or concepts. We appreciate products that are not
only
valued on status but also where effort and thought was put into
their
development. Saint Germain sources designers who are not mainly
motivated by their commercial success, but who want to improve
themselves by achieving recognition for their work. Thus, Saint
Germain
only presents the finest avant-garde and artisanal collections. In
line
with this vision, we focus on a like-minded customer. One who
recognizes
quality and appreciates the love that the designer has put into to
his /
her work.
I love
your location, the Red Light District of Amsterdam, is this a
perfect fit for Saint Germain?
The
Red Light district is a challenging, distinctive area. When we
moved to
our new home, we were well aware that our potential customers would
not
‘just bump into’ our boutique. However, we believe that
this part of
Amsterdam has much to offer. It has something special to be located
in
this area. The Red Light District will give our store an edgy
touch,
something tough and unique. Not to mention our
‘designer-neighbors’ like
And Beyond, Mada van Gaans etc. who are part of the Redlight
Fashion
District. So we are very excited and determined to contribute to
this
district with our conceptboutique and agency.
Furthermore,
our potential costumer is not the type that ‘just
buys’. Our target
group is always on the look for something special, something unique
and
recognizes high quality. And if they are on the run for it, we make
sure
that they’ll know where to find us.
Can you
tell us a bit more about the Creative Agency?
Saint
Germain is ambitious to recognize talent and push artists &
creatives to pursue their professional career. In our gallery,
emerging
designers and artists get the chance to display their
individual works.
Our goal is to launch them in a unique way, giving them the
right
exposure by using our in-house marketing, pr and production skills.
In
the simplest of putting it we think, create, connect and launch in
order
to offer ‘a wardrobe’ that fits perfectly. Whether that
is redesigning a
brand’s identity or creating it from the ground up, our
approach is the
same: create (visually) engaging solutions & events that will
bring
forward a fresh, aesthetic and memorable experience.
And the
Creative Collective?
We are
committed to bringing a fresh (retail) concept in the city. We
work
closely with other creatives and artists to develop projects
that
appeal to our like-minded friends and clients. In our work we wish
to
close the gap between fashion, art and commerce by creating a
synergy
between different working fields and visions, resulting in a
unique
service or product.
Who are
the people behind Saint Germain? What is your
background?
The
Creative Collective currently exists of 4 people but slowly
expanding
based on project and client needs. As the initiator of Saint
Germain, I
come from the fashion and PR corner and as such I’ve taken on
the
challenge to carry out the vision and mission - the soul of
Saint
Germain. Together with a strong team of individuals with each their
own
expertise in the fashion and art industry, we want to produce as
many
inspiring and fun projects, products and services, based on the
needs of
our customers and market demand.
How do
you select the designers and artists? Is there a common ground in
style?
I do
not think that there’s a common background in style but I do
search
for timeless beauty in each piece. At Saint Germain we believe
in
artwork that is not necessarily widely accepted but has endless
beauty.
Not only style but also choice of materials, work ethic and
authenticity
is what we keep in mind when selecting designers or
artists.
Let's
say the Mayans were wrong; Saint Germain in 2017?
I hope
to have built a value driven company. Trusted by our customers and
clients in terms of originality, quality and service.
As a
Creative Agency with memorable events and partnerships: a
strong,
high quality portfolio we can be proud of. As a store: to have
become
more than a boutique; a style, a brand perhaps.
Saint
Germain will open it’s doors for the first time on Friday
27th,
2012.
OPENING
HOURS
Monday,
Wednesday and Friday 11.00 – 18.00 hrs
Thursday
11.00 – 21.00 hrs
Saturday
10.00 – 17.30 hrs
Sunday
12.00 – 17.00 hrs
SAINT
GERMAIN
Oudezijds
Armsteeg 28
1012
GP Amsterdam
info@lovesaintgermain.com
www.lovesaintgermain.com
