AYM assisted Hédiard on a brand image rethinking in the context of an international development.

This project was a great opportunity to analyze and rationalize the products proposed by the brand. Several feasibility studies for the complete renovation of Hédiard’s La Madeleine flagship were conducted between 2011 and 2013.

There are enchanting spaces dedicated to fruits presented in all forms, developed in La Madeleine. The Bar & Lounge space was inspired by the emblematic personality of Ferdinand Hédiard. The Tea & Coffee space was designed in the spirit of the travel log, the caravanserai, the revisited toile de Jouy printed calico fabric, and so on.


Assignment : Stylistic orientation studies
Floor area : 300 m²
Completion : 2013