At the beginning of the 90s, skateboarding became an urban counter-culture. Freedom of life, of expression, underground aesthetics, the movement, ahead of the fashion trends, explodes. Nicolas Ivars, a native of Avignon and a pioneer of skate culture in France, was invited into this world. In 1999, he opened Circle, a skate shop that brings together the leading brands in the field.
2006 saw the opening of the first The Next Door address in Avignon. As urban culture and fashion evolved, the skate spirit gave way to a more mature, casual wardrobe, still steeped in street-culture. In New York, Los Angeles and Tokyo, Nicolas Ivars hunts down avant-garde brands and up-and-coming designers. The Next Door is making a name for itself. Some sixty brands are on show.
2010, The Next Door broadens its horizons, opens its website and captures Parisian and international customers. 4 years later , The Next Door takes the opposite direction of the web by offering a new physical experience. On Place Crillon in Avignon, the city's first theatre, an 18th century building where Molière played, opens up to contemporary fashion. A crossover between luxury and street culture in phase with the market and which seduces the big names: Undercover, Sacaï, Comme des Garçons, Junya Watanabe, Marni Nike, Adidas.
The address / 10, rue Beaurepaire, 10ème
Close to Place de la République, a hotbed of street-culture and the creative buzz of Canal Saint-Martin, The Next Door Paris invites itself into the heart of the 10th arrondissement. The 800m2 space is organized over 6 levels, with 400 m2 of retail space spread over 2 floors, two shop windows on the street, one floor dedicated to website management and development, two others to offices, one to the photo studio, and the other to stocks.
Inside
"Creating an experimental space, unique in its scenography and unprecedented in its digital experience, where brands can finally express all their creativity" is the The Next Door signature. A cross-channel vision, with modular brand universes, where walls are transformed into a fashion catalog. A 360° experience staged by the Bonsoir Paris collective in charge of the venue's artistic direction.
The Next Door : ground floor
A singular place, The Next Door boasts a signature olfactory and musical identity, relaxes spirits at its coffee and garden counter, brings out fridges, USB sockets and a selection of magazines, and offers a different, inspired welcome. The 260m2 of ground-floor space features scenic, story-telling spaces.
A place for free expression, The Next Door adds its store-in-store concept. A space open to brands, to all forms of creativity, and opening onto exclusive collaborations. The Stüssy brand was the first to take the plunge, moving into the Next Door in January and spending the next 6 months creating its first worldwide exclusive capsule collection.
As an extension, a wall of touch screens gives access to the Products e-shop The Next Door offer, not present on the racks but available in stock. A desire for a global experience.
The Next Door : - 1
On the first basement level, The Next Door innovates with a space dedicated to sneakers. A zone organized around a neon-lit arch. And a space dedicated to brand universes, Products launches or current trends, fully customizable thanks to video mapping created by The Next Door teams.
Experience it again with an area of interactive racks combined with touch screens and focus Products , directly accessible to customers.
" The Next Door is about offering something that surprises, (looks like) us and (brings) us together. A different vision of retail for today and tomorrow".
