Veja is opening its first store – or cultural hub, as the company calls it – in Marseille’s Friche la Belle de Mai.
Veja is opening its first store in Marseille’s Friche la Belle de Mai. This is a vibrant neighborhood shaped by a working-class history and multicultural identity, the company said. This cultural hub, as the company calls it, features a cobbler’s workshop, where sneakers and shoes of all brands are repaired and celebrated. It also sets aside a space for reflection on consumption, offering restored, second-hand and slightly flawed items.
The new location stands out for its bold, colorful design, a departure from Veja’s previous architectural style. It features a color gradient inspired by Marseille’s sunrise, with walls and floors painted to create a sensual, inviting atmosphere.
The company has used second-hand furniture and materials to furnish the space, in collaboration with students from Marseille’s School of Fine Arts.
