The Veja team decided to change this and launched the « Clean, Repair and Collect » project to help sneakers last longer. After opening cobbler stations in Bordeaux, Berlin and Madrid, the new Veja General Store just opened in the center of Paris. This project tries to highlight craftmanship through the use of simple materials and attention to details, revealing the importance of making things last.
The brand-new façade reinterprets a traditional craftsman façade archetype, using custom made steel frame, wooden structures and rough concrete. The large windows are showing the cobbler workshops, creating a direct connection between the activity of the shop and the street; exposing the noble art of repairing shoes to the neighborhood.
On the inside, the same materials are assembled to create a warm and subtle workshop atmosphere. Facing the entrance, the main wall is dedicated to shoes. The sneakers are staged in a large wooden piece of furniture holding custom made steel racks. In contrast with the warmness of the wood, the workshop counters are made of built-in concrete. The rough texture of the vertical elements contrasts with the smooth finish of the tops. The cobbler machines are exposed and become part of the architecture.
A 15 meters long wooden shelve presenting daily objects from responsible brands connects
the front and the back of the store.
The project explores the relationship between the past of the store and its historical Parisian details (moulure, casting pillars, textured glass windows), and the new concrete volumes scattered in space. The added materiality is voluntarily minimalist, concrete steel and wood, leaving space to traditional craftsmanship.
