19M – Architecture in Service of the Métiers d’Art in Paris

Paris is an open-air museum, a place where architecture and history meet at every street corner. Yet within this classical heritage, a few contemporary works stand out for their bold modernity and innovative aesthetic. Among them, the 19M building embodies both modern creativity and a deep respect for French artisanal traditions.

The name “19M” is no coincidence: it refers to the building’s address, located at 19 rue Berthier in Aubervilliers, but it goes far beyond a simple geographic reference. The number 19 is a subtle nod to the birth date of Gabrielle Chanel, born on August 19. As for the letter “M,” it holds a double meaning: it represents the métiers d’art—the artistic crafts—as well as the main, the hand, the primary tool of every artisan, the one that brings creations to life.

It is in Aubervilliers, on the doorstep of Paris, that Chanel inaugurated this unique site in 2021, designed to house the métiers d’art behind its creations. This project resonates deeply with my own aesthetic universe: an elegant minimalism that celebrates materials, lines, and craftsmanship. Through this article, I invite you to discover the architecture and symbolism of this remarkable building, as well as the prestigious art houses it brings together.

The Architecture of 19M – A Contemporary Manifesto

The birth of 19M is far from trivial. With this ambitious project, Chanel set out to unite and elevate its métiers d’art under one roof—a showcase that celebrates craftsmanship while embracing an audacious architectural vision. Designed by architect Rudy Ricciotti, the 19M building rises like a modernist manifesto on the edge of Paris’s urban fabric.

The choice of Ricciotti—renowned for his raw yet poetic style—was deliberate. With its “concrete lace” façade, an interlacing of perforated panels that lend the structure unexpected lightness, 19M defies classical codes. The lines are clean, the materials unrefined, creating a minimalist aesthetic that perfectly reflects the purpose of the space. Natural light floods the interiors, offering artisans an environment bathed in clarity—echoing the precision and patience of their craft.

Ricciotti’s vision is rooted in the belief that modernity should not stand in opposition to tradition. This building breathes functionality and authenticity—qualities that deeply align with my own values. In the restraint of its design, every detail pays homage to the nobility of craftsmanship. It’s a philosophy of “less, but better,” in line with the current minimalist design ethos where purity of form and timeless materials are revered.

Artisanal Craftsmanship at the Heart of 19M – A French Tradition

19M is more than just a building—it is a sanctuary for a French tradition that finds renewed vitality within these walls. This creative hub brings together a variety of métiers d’art workshops: embroiderers, milliners, pleaters—each preserving a rare and demanding expertise.

In this space designed for creation, each artisan is dedicated to producing pieces destined for haute couture and ready-to-wear collections. High-precision embroidery, bespoke hats, intricate pleating—each discipline reminds us that fashion is also a matter of tradition, patience, and devotion. This meticulous work represents the very essence of slow design, where objects take time to come to life, far removed from the fast-paced rhythms of mass production.

Visiting 19M, one immediately senses a unique atmosphere—a mix of respectful silence and constant motion. The building is designed so that each artisan can practice their craft in a harmonious setting, one that fosters focus and inspiration. This modern celebration of traditional craftsmanship beautifully illustrates Chanel’s commitment to preserving techniques that are too often forgotten in a world driven by speed and quantity.

Maison Michel

Lemarié

Massaro

Lesage

The Maisons of 19M – Where Craftsmanship Meets Excellence

19M is far more than a space for anonymous artisans—it is home to some of the most prestigious métiers d’art houses, whose collaborations with Chanel give birth to rare, exquisite pieces. These emblematic maisons represent the pinnacle of artisanal excellence and contribute to the preservation of savoir-faire at the heart of French luxury.

Among them is Lesage, renowned for its intricate embroidery and shimmering beadwork. Founded in 1924, this iconic house is a jewel in the world of embroidery, having partnered with the greatest names in haute couture. Lesage’s creations—many of which are crafted for Chanel’s runway shows—are veritable works of art, requiring hundreds of hours to complete.

Maison Michel, a master in the art of millinery, was founded in 1936 and is now a benchmark in hat-making craftsmanship. Known for bold and innovative designs, the house merges tradition and modernity to enhance every silhouette. While staying attuned to evolving trends, Maison Michel remains committed to handmade, custom-crafted creations—an increasingly rare approach in today’s luxury industry.

Lemarié, expert in artificial flowers and feathers, also resides within 19M. Established in 1880, the maison embodies the delicate art of ornamentation. It plays a key role in haute couture by handcrafting floral embellishments and feather adornments that bring gowns and accessories to life with subtle elegance.

Completing this constellation of craftsmanship is Massaro, a legendary shoemaker known for its bespoke creations. Massaro famously crafted Chanel’s iconic two-tone pumps, and its footwear continues to captivate with enduring refinement and impeccable quality.

By bringing these exceptional houses under one roof, Chanel not only safeguards the precision and excellence of French luxury, but also redefines craftsmanship through a contemporary lens. These maisons represent a rare harmony between heritage and innovation—where tradition is not preserved in nostalgia, but transformed into a living, evolving art.

The Impact of 19M on Sustainable Fashion and Exceptional Craftsmanship

In a world dominated by fast fashion and mass production, 19M stands as a vital and visionary alternative. It embodies the spirit of slow fashion, championing production methods where quality takes precedence over quantity, and where each piece is designed to endure. At a time when sustainability is central to global concerns, Chanel, through 19M, positions itself as a leader in conscious luxury.

Every maison and atelier within 19M works with the highest-quality materials—from hand-embroidered fabrics to meticulously crafted leathers, as well as delicate artificial flowers and feathers. This sustainable approach highlights time-honored techniques and ethically sourced materials, reflecting a return to authentic, enduring luxury.

Beyond production, 19M plays a crucial role in the transmission of savoir-faire. Artisans here train the next generation of craftspeople, ensuring that these rare and intricate techniques are not lost to time. The site is not merely a space of creation—it is a place of education and legacy, a long-term investment in the future of the métiers d’art.

A Living Space: Café and Public Exhibitions

19M is not merely a workspace for artisans—it was also conceived as a cultural venue open to the outside world. The building houses a café, offering a serene and inspiring setting for a creative pause. Beyond this tranquil space, 19M regularly hosts exhibitions open to the public, giving visitors the opportunity to discover the exceptional craftsmanship within and to delve into the world of Chanel’s métiers d’art.

These public events reinforce the building’s mission of education and transmission, creating a bridge between the wider public and the rare savoir-faire celebrated within its walls. It’s a place where heritage is not only preserved, but shared—where curiosity and craftsmanship meet.

Conclusion

19M is far more than an architectural feat—it is a tribute to the métiers d’art, a space where past and present converge to shape a renewed vision of luxury and creation. At once understated and majestic, the building captures everything that defines the richness of minimalist design: a respect for materials, a reverence for detail, and an aesthetic that allows craftsmanship to breathe.

19M is a constant source of inspiration—an embodiment of values that lie at the heart of my creative universe. It is a reminder that design is always more meaningful when rooted in authenticity and artisanal excellence. In this balance between tradition and innovation, 19M becomes a true manifesto—a celebration of the beauty of craftsmanship within a modern architectural framework that honors French heritage.

Crédits images : © Le 19M. Source : le19m.com