The Wrong Store

The Wrong Store is a tiny store with branded merchandise that is never open. All the items are unobtainable. Cyril Duval creates installations and interventions using the world of retail as playground.
Mocking the language of store design, the shop presented itself als 22 square meter of retail excitement, where on weekend was a "50% more sale".

The store was created as part of an exhibition for the gallery Giroux in Paris and collaborated with Comme des Garcons, Colette Anna Lena, Bernhard Willhelm and others.

Visual Merchandising by item idem™.

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