Our first Marseille boutique Our first store opens its doors

Almost 10 years after it was founded,

La Nouvelle continues to expand, and in May entered a new era with the opening of its first boutique.

In the St Lambert district of the 7th arrondissement of Marseille is where this new space will soon welcome La Nouvelle customers.

Alix & Aurélie enlisted the help of Studio Domicile Design to dream up a 50m2 space at 13 Rue Decazes that embodies their unique vision.

In this new space, you will be able to shop and get advice from our experts, and you will be immersed in an atmosphere that perfectly reflects the image of the brand – ultra-pretty, feminine, authentic, and with a retro-chic style!

The decor reflects the brand’s values and creates an atmosphere that is stylish, confident, chic and timeless. The walls are finished with waxed concrete in pastel pink tones, with a travertine floor, and the changing rooms and shop window feature honey oak veneer.

On the merchandising side, the overhead racks have been custom-made in understated and elegant brushed brass. They are a nod to La Nouvelle’s signature gold lurex strap. They also embody femininity and feminine curves.

The changing rooms have also been designed to be havens of comfort. We wanted to ensure that our clients feel at ease when using them, and are as comfortable as possible.

The thick, soft carpet is combined with wood panels on the walls.

In addition to being a space dedicated to advice and shopping, this boutique will be a testing ground, that will enable us to create closer connections with our customers, and offer them exclusive capsule collections.

The new boutique will also be somewhere we can share knowledge and experiences, and host events.

Alix & Aurélie, the Co-Founders, were keen to create a kind of cocoon, a space that was dedicated to their customers.

La Nouvelle starts a new chapter in its history.