When the emblematic Parisian department store Printemps set out to open its first U.S. location, selecting French architect Laura Gonzalez to lead the design just made sense. Gonzalez, who founded her Paris-based practice at the age of 24, has made a name for herself creating delightfully detailed, craft-forward, maximalist environments for leading luxury brands, hospitality groups, and private clients. Just last year, she herself landed in New York, opening a gallery in Tribeca to house her successful eponymous collection of furniture, lighting, and design objects.
Photo by Gieves Anderson, courtesy of Printemps New York.
This familiarity with both locales allowed Gonzalez to deliver an outpost for Printemps that feels altogether loyal to its French roots and distinctively New York. Set within One Wall Street, a landmarked Art Deco building at the heart of New York’s bustling Financial District, and two floors of an adjacent glass tower, the project includes 10 distinct rooms—each designed to emulate the feeling of walking through a whimsical (and incredibly fabulous) Parisian apartment. Across retail, beauty, café, bar, and restaurant spaces, Gonzalez achieves this effect through her signature layering of playful motifs, materials, hues, and styles applied with a level of craftsmanship and artistry that harkens back to the brand’s 19th-century roots.
From creating a mythical shoe forest within the landmarked Red Room—a soaring 33-foot-high space with floor-to-ceiling mosaics by Art Deco muralist Hildreth Meière—to commissioning an otherwordly champagne bar made from bas-relief panels by ceramic artist William Coggin, the design is packed to the brim with thoughtful, delightful details that establish Printemps New York as a truly immersive experience. Whitewall sat down with Gonzalez to learn more about the careful and curated design process behind the city’s newest retail icon.
A Dialogue Between Paris and Manhattan
Courtesy of Laura Gonzalez.
Photo by Gieves Anderson, courtesy of Printemps New York.
WHITEWALL: As a French designer with a footprint in NYC, what does designing the first US outpost of Printemps mean to you?
LAURA GONZALEZ: Designing the first U.S. location of Printemps has been an incredibly meaningful experience for me. As a French designer, this project felt like a bridge between two worlds I deeply love. Printemps is such an iconic Parisian institution, synonymous with elegance, innovation, and a certain joie de vivre. Bringing that spirit to New York—a city that thrives on reinvention and energy, was both a challenge and a dream. It was about honoring Printemps’ heritage while making it resonate with the rhythm of New York—creating a space that feels like it belongs here, yet retains its French soul.
“The perfect mix of both is seen in the storytelling of the interiors.”
-Laura Gonzalez
WW: Are there any moments in the store that are completely French? Or completely American? How about a perfect mix of both?
LG: Absolutely! Some elements are undeniably French—the craftsmanship, the attention to detail, and the use of noble materials like marble, velvet, and wood. The sense of layering and curated elegance is very much in the tradition of Parisian interiors. Then, there are parts that feel distinctly American—the scale, the openness, and a certain casualness in how people navigate the space.
The perfect mix of both is seen in the storytelling of the interiors. The way we worked with artisans, incorporating both French and American makers, creates a dialogue between the two cultures. The vintage furniture pieces sourced from Parisian flea markets sit alongside contemporary designs by New York-based studios. There’s a balance of timelessness and modernity, which is at the heart of both cities’ design DNA.
Creating an Immersive Retail Experience
Photo by Gieves Anderson, courtesy of Printemps New York.
WW: Retail environments have struggled to attract foot traffic in the face of online shopping. How does your design attempt to address this?
LG: Retail today has to be more than just shopping—it has to be an experience. That’s what we focused on. The design creates a world that is immersive, rich in detail, and inspiring at every turn. It’s about discovery, about creating spaces that people want to spend time in, even if they don’t buy something immediately.
We integrated elements of hospitality, from the raw bar to the beauty spaces, making it feel like a place to linger, to socialize. The flow is also designed to encourage exploration, with moments of surprise—unexpected textures, pops of color, and layered vignettes that invite curiosity. The idea is to make Printemps New York a destination, not just a store.
“It’s about discovery, about creating spaces that people want to spend time in, even if they don’t buy something immediately.”
-Laura Gonzalez
WW: Your scope was large and varied—55,000-square feet of programming that spans from retail to beauty to apothecary to raw bar. Where did you begin? Can you describe some of the threads that unite these spaces?
LG: We started with the story. Every space had to connect to the essence of Printemps but also feel fresh and unique. The first step was defining the materials and the mood—how each space would feel and what emotions it would evoke.
One unifying thread is craftsmanship. Every detail, from the custom furniture to the lighting, was considered with an artisanal touch. Another is fluidity—there’s a softness to how you move through the space, with organic forms, curved lines, and a sense of layering that ties everything together. We wanted each area to have its own identity while still being part of a cohesive whole.
The Future of Retail is Hospitality
Photo by Gieves Anderson, courtesy of Printemps New York.
WW: How does this shopping experience differ from stores you’ve designed before? Is this retail-meets-hospitality model the way of the future?
LG: This project was about pushing the boundaries of retail. In many ways, it felt more like designing a hospitality space than a traditional store. The way people engage with spaces has changed—shopping isn’t just transactional anymore. It’s about feeling something, about being transported.
I do think this blend of retail and hospitality is the future. The most successful spaces are those that offer an experience beyond the product—where you can have a coffee, attend an event, or simply enjoy the ambiance. It’s about creating places that feel alive, that people want to return to.
“Every collaboration added depth and a human touch to the design.”
-Laura Gonzalez
Photo by Gieves Anderson, courtesy of Printemps New York.
WW: So much of the design is derived from custom collaborations with makers and artisans. Could you speak to a few highlights in this category?
LG: This was one of the most exciting aspects of the project! We collaborated with incredible artisans to create pieces that are truly one of a kind. For instance, we worked with a French ceramist on hand-sculpted lighting fixtures that feel like little pieces of art. There’s also a stunning custom terrazzo floor, which was crafted specifically for the space, incorporating unexpected colors and patterns.
Another highlight is the textile work. We developed bespoke fabrics with intricate embroidery and rich textures that bring a softness to the space. Every collaboration added depth and a human touch to the design.
Photo by Gieves Anderson, courtesy of Printemps New York.
Photo by Gieves Anderson, courtesy of Printemps New York.
