While awaiting its announced collaboration with the rapper Kekra, which will be released in 2019, the legendary streetwear brand Homecore has opened a colourful graphic pop-up store on the Champs-Élysées in Paris. Designed by the studio Malka Architecture, the venue showcases solid blocks of colour that reference graffiti and the brand’s street roots, as well as its values extolling a fun and joyful attitude.
![](https://www.promostyl.com/wp-content/uploads/2019/03/©LAURENTCLEMENT-1889.jpg)
a reference to graffiti art
The pop-up is structured by pure, bright solid blocks of colour from the colour wheel to create high-impact visual effects, like those produced using Newton’s prism. Colour therefore gives the space its structure, just like the choice of materials would.
![](https://www.promostyl.com/wp-content/uploads/2019/03/homecore-5.jpg)
This design is inspired by drawings made using the famous Krylon spray can and makes reference to graffiti art and street culture represented by Homecore.
![Homecore](https://www.promostyl.com/wp-content/uploads/2019/03/homecore-6-1024x661.jpg)
colour therapy
As well as giving the space a strong and highly photogenic visual dimension, the pop-up’s colours also reflect what Homecore’s designer, Alexandre Guarneri, defines as “colour therapy”. Homecore, one of the first streetwear brands founded 25 years ago, champions a joyful and supportive optimistic attitude and lifestyle. We can recall the brand’s clothing labels that used to hide messages such as “today I will tell you that I love you” and other positive thoughts.
![Homecore](https://www.promostyl.com/wp-content/uploads/2019/03/homecore-7.jpg)
![](https://www.promostyl.com/wp-content/uploads/2019/03/Studio_Malka_Homecore-03-1024x683.jpg)
The pop-up is therefore an extension of Homecore’s whole culture, which distances itself from the minimalist, bland and at times aseptic decors of certain modern stores.
![](https://www.promostyl.com/wp-content/uploads/2019/03/Studio_Malka_Homecore-11-1024x683.jpg)