The stylish catalogue store: the first aépure shop, at 35 rue Guénégaud in Paris’s 6th arrondissement, uses a particular message to sell its unique brands selected from all over the world...

This concept injects a breath of fresh air into the hypermarket world of cosmetics. At aépure you go behind the scenes of the editorial office of a catalogue store to discover creative and innovative brands.

The "cover" window opens onto a central "editorial" area and three "rooms" introduced by shopping pages.

The rooms are decorated in restrained and elegant colours combined with simple materials to set off the products - compressed stacks of recycled books turned into furniture on which are written spontaneous humorous messages and special offer post-it notes... before you turn the page for the next issue.