A recent announcement on an immersive pop-up at Paris' Galeries Lafayette was made by Simon Porte Jacquemus and his namesake company, Jacquemus. Having a very strong brand identity from the start, the label implements its core elements everywhere it touches - that's what we love about it!
At the beginning of Paris Fashion Week, March 2023, Jacquemus asked its followers to visit the venerable department store to peruse some of the brand's earlier presentations. The pop-up includes extravagant and out-of-this-world exhibits, such as a picture booth, flower shop, coffee shop, toaster, and the perennially well-liked Bambino bag. Fans can explore the brand's distinctive aesthetic in this area while also getting a glimpse into Simon Porte Jacquemus's inventive and impressionable mind.
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I love the idea that any customer who comes to Galeries Lafayette can enjoy an immersive experience and discover the story of Jacquemus and everything it has to offer.
- Simon Porte Jacquemus
Inside the Store
Image Credit: Galeries Lafayette
At the Mogador entrance, a giant Bambino handbag welcomes you to the store, inviting you to an immersive experience to explore the brand's bags available to purchase. You can explore exclusive colors made for Galeries Lafayette only. At the Lafayette entrance, a sculptured piece of a giant motorized toaster takes pride in place.
Image Credit: Galeries Lafayette
Inside the store, in Men's atrium, there is an oversized washing machine where "you can immortalize your extraordinary immersive experience by having your photo taken sitting right inside the giant washing machine against the Jacquemus backdrop."
Image Credit: Galeries Lafayette
The Window Displays
The brand took over all 16 store windows of Galeries Lafayette for this pop-up project. It is also the first time that the multi-brand store dedicated all of its windows to one designer brand.
Along Boulevard Haussmann, discover the installations include nods to Jacquemus’ most iconic fashion shows — Le Coup de Soleil, L’Amour, and Le Raphia. One window features a huge glass of grenadine, while another shows a biscuit being dunked in a cup of coffee. Mannequins shelter under parasols, a photo booth turns out snaps nonstop…
Image Credit: Galeries Lafayette
Based on the laundromat-inspired pop-up, another window boasts washing machines filled with the brand’s handbags — soapsuds and all! In the Men’s store, a giant-sized bucket hat fills an entire window, alongside rows of lockers inspired by the previous Paris-based pop-up store Jacquemus 24/24, a 24-hour handbag vending machine.
In a press release, Simon said, “As soon as we began working on the project, my aim was to recreate the Jacquemus world and all my visual obsessions through Galeries Lafayette’s iconic display windows. I love the idea that any customer who comes to Galeries Lafayette can enjoy an immersive experience and discover the story of Jacquemus and everything it has to offer.”
A Coffee Shop and A Flower Store
Until 12th March, shoppers as well as passers-by on Boulevard Haussmann can pick up a hot drink or a bunch of flowers at an installation outside the Men’s store as part of a Jacquemus lifestyle experience.
Image Credit: Galeries Lafayette
The pop-up will be available until 2 April 2023. In our honest opinion, it was a little bit overwhelming in real life, however, in this age where immersive experiences are emerging and visual communication evolves, it is still a great example of how you can communicate your brand image, brand message, and brand identity with a wider audience, keeping it interesting and original.