Ludwig Godefroy

American Apparel Showroom

American Apparel Showroom
© Ramiro Chaves

AMERICAN APPAREL SHOWROOM

Emmanuel Picault, Ludwig Godefroy

ARCHITECTS
Emmanuel Picault, Ludwig Godefroy

PHOTOGRAPHS
Ramiro Chaves

YEAR
2012

LOCATION
Mexico City, Mexico

CATEGORY
Showroom

Text description provided by architect.

The Franco-Mexican architect Emmanuel Picault (chic by accident) together with the French architect Ludwig Godefroy just completed a new showroom for American Apparel in Mexico city, Roma district.

American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves

Respecting the old layout of the house to generate the new esthetic of the project, analyzing the capacity of the old structure to define something new, to redefine different spaces, is the way we started with this project.

Ripping down the inner walls to reuse only the rough structural concrete beams and columns of it, letting visible the reinforcements of the concrete we were cutting, exposing the electrical system, using rough plaster as finishing, 

American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves

as well as insulation cork, in a strong contrast with luxurious materials like leather and copper leaves, generated a discontinuous dialogue of materials which seems to have nothing in common at first.

Therefore, producing this interesting mix of classical and rough materials, together with modern elements like the floating shelves and the loophole windows, we created a singular sensation of an elegant timeless unfinished project, made out of resplendent materials.

American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves


American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves


American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves
American Apparel Showroom
© Ramiro Chaves


American Apparel Showroom
Courtesy of Emmanuel Picault + Ludwig Godefroy Architects