The first OBEY flagship store in Paris translates the brand’s rebellious street culture into a physical environment. Rather than focusing solely on product display, the concept places culture and community at the centre, creating a space that invites interaction and reflects the brand’s origins in street art.

A carefully curated selection of clothing runs along the perimeter, leaving the central space open. Above 1.6 metres, the walls are reserved for graphic art, reinforcing the connection between the store and OBEY’s visual language.

A modular display system, constructed from robust, honest materials, reflects the brand’s hands-on, DIY ethos. Exposed fixings form part of the design, while the adaptable structure allows the layout to evolve with changing collections and needs.

At the centre of the concept, the counter features OBEY’s iconic Giant Face. Neon outlines layered between reflective surfaces create an infinity effect, transforming a functional element into a striking visual feature. The counter also accommodates turntables, allowing the store to shift from retail space to a place for music and gathering.

X STUDIO APPELO / ROORD BINNENBOUW