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VM choice: Le Creuset window displays in Paris

Classic French cookware brand Le Creuset has long been thought desirable due to the robust colour and excellent quality of its product. But the original enameled cast-iron cookware is now supported by a complete kitchen and dining collection - all with the distinctive, chunky Le Creuset look - in stoneware, stainless steel, silicone, glass and more. Recently the brand, long available in department store and specialist cookshops, has developed its own stand-alone stores.

A recent acquisition by the group is a long established former cookshop in Rue Tronchet in central Paris. The graphic, resembling bubbles across the window each with the Le Creuset name on, cleverly combines the ridged lid of the core product range, in one of the promoted colours in the collection: Teal blue.

The long, low, white plinth, which fills the lower part of the window, is echoed in the shallow shelves raising evenly distributed merchandise across the breadth of the window. With the addition of a decanter and polished glassware creating a little sparkle, the effect is more casual than a classic formal VM display. The caption above the bubbles: ‘Escapade en Blue Riviera’ evokes the traditional vacation destination of the French, and translates more as a jaunt or a getaway. It is almost pleasingly happenstance, as is the display.

Combining pale blue, beige and white merchandise in direct low sunlight, this display is redolent of leisurely vacation breakfasts with the teapot and eggcups. Note the price list, required by law in French windows.

The addition of neutral accessories including a utensil holder and matching condiment mills looks cool, suggesting a fresh mix-and-match aesthetic rather than a monotonous matching one. Add classic white rubber utensils, a woven basket in the background, and the whole combines perfectly for a classic summer look.