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JHP have been appointed by French developer Apsys to create a radical new store concept.

‘The Collection by Muse’, located in the newly opened Muse shopping centre in Metz, France, is the ultimate incubator store. Its flexible design and centralized POS system allow it to host brands on a temporary basis. Brands range from already established brands to young designers and emerging labels from all around the world, and are as diverse as Fashion, Accessories, Beauty, Home, Objects and Technology companies. Current tenant is upcoming French fashion label ‘French Mode’.

Designed by JHP

The principle is simple: every three to four months, a new brand takes the reins of the shop to exhibit their collections. Located on the first floor of Muse, the Collection by Muse’s main purpose is to incubate new retailers and brands, test the popularity of new categories, respond to seasonal demand, inspire and encourage customers to return again and again.

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