Bode’s arrival in Paris is a significant moment for the brand, known for its vintage-inspired, well-crafted garments. Situated on Rue de Valois, just a hop and a skip away from the grandeur of the Palais-Royal, the new store marks the label’s first foray outside of the US. In this French outpost, created by founders Aaron Aujla and Emily Adams Bode Aujla, a narrative unfolds – one woven from the delicate threads of history, culture and an unwavering reverence for the art of making.
‘We had actually been looking for a store in Paris for the last few years,’ says Aaron. ‘It just took some time to find the right location. Emily and I always loved the Palais-Royal and thought this area would be ideal for a Bode store. The space specifically was very important, to be a certain size and volume to hold all the collections.’ For Aaron and Emily, this site was never just about aesthetics; it was about a sense of place, an atmosphere that mirrors their vision for the brand. The nine large windows overlooking Rue de Valois – facing the Ministry of Culture – offered an opportunity to connect the rich heritage of Parisian craftsmanship with Bode’s eclectic American spirit.
The concept for the space is a marriage of American and French design elements, the product of hours of research and personal exploration. ‘The idea for the store came from a few different avenues,’ Aaron explains, most notably (and unexpectedly) fly fishing. ‘Emily had done research on our home in Connecticut, and a well-known dry fly illustrator had lived there in the 1930s and 1940s. His work led me to an interest in the bamboo fly rods produced during that time, especially by a maker named Pezon et Michel.’
The sport became a guiding metaphor for the look of the space. ‘I found this shared Franco-American sport an interesting way to approach the store design,’ says Aaron. The history of fly fishing, particularly through the lens of Charles Ritz – a man whose expertise bridged the Atlantic as he influenced both the world of fly fishing and the opening of the Ritz Carlton in New York – offered the perfect reference point.
Each detail tells a story, from the trout carved out of burl wood – which serve as delicate displays for antique fly rods – to the clothing racks constructed to resemble green bamboo, evoking the intricacy and artistry of fly rods, and other handmade elements scattered throughout the store. Among them, Aaron and Emily’s first fly ties (clumsy but endearing) stand as a playful tribute to the brand’s personal connection to its craft. The space also features uniquely American touches, such as a framed photo of the first astronauts to the moon, a picture of Fred Astaire in naval uniform, and even a waxed cotton used for ceiling panels and curtains – a fabric that evokes a sense of rugged Americana.
But the store isn’t without its French influences either. The lighting fixtures are crafted from silk and adorned with tassels, channelling the opulence of Parisian interiors, while the antique furniture from the Bank of France nods to a legacy of French design. The dressing rooms, meanwhile, are framed by cathedral doors inset with stained glass. Atop an expanse of dark-oak flooring, the furniture choices – including the Green River Project set upholstered in blue French silk – introduce a lighter touch, playfully juxtaposing textures and colour.
The entire space has been hand-painted with faux-marble finishes and faux bois, a process that remarkably took only six weeks to complete. Yet perhaps one of the most delightful details is the inclusion of Bode’s beloved family pets. ‘We have a wool plaid-upholstered dog bed for Monday, our wire-haired pointing griffon,’ Aaron says. ‘And we just got Tuesday, a puppy!’ The dogs’ bed, nestled into the space, adds a welcoming touch of warmth and charm to the shop, offering a reminder of the homey, personal atmosphere Bode strives to create. In another nod to the personal touches that define the brand, a collection of family photographs will be displayed in pewter frames on a console, imbuing the store with a familial sense of history and memory.
At the heart of it all is Emily’s keen eye for hospitality. ‘She really spent some time finding the right team and explaining her strategy to hosting clients,’ Aaron explains. ‘It’s a vital part of the process. Needless to say, we will be spending a majority of our summer in Paris getting the store feeling right!’ A masterful blend of personal connection and a profound reverence for history and craftsmanship ultimately lends Bode’s Paris debut its distinctive warmth and resonance.
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