Stella Luna x (RED) | Studio AMV project

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After their first collaboration in September 2019 with Stella Luna for the Stellar pop-up space at 181 boulevard Saint Germain, Studio AMV worked with Stella Luna again for another great project. The brand gave them carte blanche to do what they wanted for the new pop-up space in collaboration with (RED)

(RED) is a non-profit organization that raises funds and awareness to help end AIDS.
Every (STELLA LUNA)RED purchase contributes directly to (RED)’s fight to end AIDS through the Global Fund. The Global Fund grants which (RED) funds support include a wide range of life-saving HIV/AIDS programs on the ground in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swatini, Tanzania, and Zambia.

While researching for the project, the Studio’s team – Anna, Victoire and Marie-Charlotte – found themselves attracted to the color red itself. The recurring image in their minds was that of an athletic field, since they are very graphic and often red. At the same time, they kept making the comparison between (RED)’s good fight for victory and the fact that in sports you need to give all of yourself, in order to win.

So, Studio AMV decided to create a space where the metaphor of “sports” is omnipresent: the athletic field, cloakroom, a stopwatch, podiums, the word “GO”, etc. In their opinion, sport was a beautiful image to symbolize the fight, the challenge, the desire to win.
This is why sport was, of course, the perfect metaphor that helped to create this unique space in Paris and also to develop a window design that will be displayed in Stella Luna boutiques all across China.

The architectural design marries well with the products that the brand proposes. The special-edition (STELLA LUNA)RED Lucien Lace-Up relies on an abundance of techniques and combinations, to create one singularly sporty, stylish and eye-catching whole. Although it incorporates the latest breakthroughs in both design and production, this is not just an impressive high-tech creation— it’s also an incredibly comfortable, fashionable and easy-to-wear everyday sneaker.

And for those who’d like a little extra sparkle for fall—(and, really, who wouldn’t?)— they’ve decided to introduce a special-edition (STELLA LUNA)RED Crystal Chain Sandal for this holiday season. Their iconic XXL chain, now coated with super-shimmering silver strass, adds the perfect finishing touch for festive evenings (and, for the more daring, this is a perfect look for daytime, as well!). To ensure that these adornments are as eye-catching as possible, they’ve set them atop rich red velvet.

The Pop-up is located at 181 boulevard Saint Germain in the 6th district of Paris and will be up until late January – early February.

Photo courtesy Carlo Cozzolino