Sixties Chic – Parly2

Shopping Experience

When digital art invites visitors to Pont Neuf, the New Mall Extension.

Unibail-Rodamco has inaugurated Pont Neuf, a new extension of Parly2, a mall located in the suburbs west of Paris. ADMEMORI’s Parisian digital design studio has prolonged Parly2’s interior design conceived by Saguez & Partners with two original digital installations which create essential markers within the customer journey.

• 3 XXL double-sided pendants illuminate Place Madeleine. This area of the mall, thought to optimize the flows between the level -1, the new parking arrival and Parly2’s historical section, precedes the entry of the extension Pont Neuf. The pendrillons play the role of a strong signal which is visible from all the strategic points of the customer journey.

• A little further on, the vast transom curve, which slips under the ceiling, aims to orient visitors and create a natural vortex effect to better guide them in the discovery of this new mall extension.

To influence the flow of visitors, ADMEMORI imagined a digital artwork which uses elements of the 60’s Chic architecture & style that play out like a wall paper in motion. This artwork reflects Parly2’s identity and reveals the premium positioning of the shopping center through a succession of patterns that are characteristic of its design. Fascinating and hypnotic, this isometric trompe-l’oeil is at times marble, brushed gold or textured animations which stand out as an emotional signature of the new Parly2.

Objectives sought:

1. To seduce visitors by offering them an elegant shopping trip.
2. To illuminate the entrance of the mall.
3. To attract attention and create a “vortex” effect to the new mall.



digital design strategy, drawings of installations, design and production of content