‘Planet of the shapes’ makes design an experience

"We love it when people walk in for five minutes and stay an hour. That’s an hour to dream together," says John Mottier, co-founder of "Uniquement Vôtre - Planet of the Shapes", a design shop that aims to be different.

The name "Uniquement Vôtre" is derived from "Amicalement Vôtre" the French title for "The Persuaders" the British-American series with Roger Moore and Tony Curtis.

"We liked their stylish raciness with a vintage twist" Mottier reveals.

John Mottier with friend

The combination of objects old and new, familiar or outrageous, luxurious or just plain functional creates an atmosphere that is much like walking into the home of an eccentric uncle.

"It’s not just about selling, it’s about sharing things that we are crazy about," Mottier explains.

The shop is located at the far end of the Flon, a former river bed that runs through the centre of Lausanne occupied by industry until about 20 years ago.

"We discovered this space almost by accident," John Mottier says of the 900 square-metre showroom on two floors that served as a wine cellar before being used for many years as a telecom depot.

"The place was a ruin, but when we walked in, we just fell in love with it. You could feel the post-industrial atmosphere, even if it had been warped by successive transformations."

Vanessa Jouby, Sébastien Mottier, Norbert Dupertuis, the three other partners of Uniquement Vôtre at Montreux Jazz Festival where they set up the VIP Lounge

It took the four partners, John, Vanessa Jouby, Norbert Dupertuis and Sébastien Mottier nine months to transform the space and remove 15 tons of tiles that were threatening to fall off the walls.

"We knew that our display needed to be as crazy as our ideas and we had found the perfect place," John Mottier enthuses, adding that they kept many of the original features intact, like the honey-combed vaults for the wine vats.

The find was also going to consolidate the partnership and allow the long-nurtured project to take off.

"With Vanessa and my vintage background, coupled with Norbert and Sebastian’s experience in textile and contacts with major companies, we were ready to go. It was all a bit crazy but we knew that it could happen."

Uniquement Vôtre was inaugurated at the end of 2008 and has since expanded to Geneva (see below), with a shop now opening up in Lebanon, Vanessa’s homeland.

A mega-party to launch Diesel furniture and lights by cult Italian designers Moroso et Foscarini recently had queues winding down the block.

John agrees that his American heritage has contributed significantly to the venture.

His American mother was from Albert Lea, Minnesota. A teacher by profession, she met her future husband in Boston where he was working on micro-electronics, assisting a Harvard professor on laser beams. But the Swiss national who held a green card was required to join the armed forces in the Vietnam war. Instead he returned home.

John was born and bred in Geneva. Following his studies and after working several years as an activity councillor in a nursing home, he and Vanessa decided to move to the US,

"We knew we had the entrepreneurial spirit, but the problem was deciding what to do with it."

They founded a tour operating company in Memphis, Tennessee that did the usual tours of Elvis’s Graceland and Jerry Lewis’s ranch, but in vintage cars.

"It was so much work with few returns and we also got fed up with the cars breaking down," so they returned to Switzerland in 2000.

"Coming back was so refreshing. In the States we found that the emphasis was on cars and clothing, whereas in Europe people like to express their personalities through the style of their homes."

"It’s a great advantage to have been exposed to both cultures. It’s so much easier to see what is great on both sides when you go back and forth. You sort it out and keep what you like."

Upon returning, Vanessa and John needed "to find a way of bringing together the things that we love: the beauty of shapes, the emotional side of objects and music."

"We decided that furniture would be our 'red line'."

"Most stores are performance-oriented, but we wanted to be totally different. We wanted to bring something different to a new generation."

Which is why they started with T-shirts that appeal to a younger crowd, mixing different styles, some funny, some artistic, some vintage. The T-shirts are sold on E-Tee.net.

"We’re basically just building up loyalty, a bit like McDonald’s with toys in their happy meals!"

They also set up an on-line vintage shop that has been a phenomenal success and that has allowed them to gain invaluable web experience.

"To our great surprise Facebook has become one of our best professional tools. We certainly wouldn’t have thought so a year ago!" Mottier reveals.

He observes that promotional strategies are changing quickly and UV would now rather spend money on a good webmaster, than buy space in a glossy magazine.

"We cater to a new clientele that is starting to invest in furniture, one of the sectors that has been the least affected by the crisis. We’re pretty lucky," Mottier reflects.

He is particularly happy when design students walk in to contemplate famous pieces of contemporary design that they have read about in books.

"When people enter our space, we want them to feel comfortable. That is why the bar is the central point of the gallery. Sometimes we make pancakes for our customers. And children are always welcome."

Watch promotional clip to get a feel for the store.

Website: Uniquement Vôtre

LAUSANNE

Uniquement Vôtre SA

Avenue de Sévelin 54
CH-1004 Lausanne
tél. +41 21 626 06 06
info@uniquementvotre.ch

Opening hours :
Monday closed (open only by appointment)
Tues-Friday 10 am – 12 am and 1.30 pm – 6.30 pm
Sat 10 am – 5 pm

GENEVA

Uniquement Vôtre Genève
Alexandre Mottier
17 Boulevard Georges Favon
1204 Genève
022/310.27.42
alexandre@uniquementvotre.ch