France – French fashion brand Jacquemus has been given free rein over the iconic Galeries Lafayette Haussmann department store in Paris to showcase its latest collection.
The takeover of the store features Jacquemus-themed window displays and a series of pop-up shops selling the brand’s clothing and accessories. As we’ve observed in Hyperphysical Stores, this is an example of a bricks-and-mortar shop working hard to engage consumers by becoming a space for extraordinary and sensorial moments.
Large-scale installations are featured throughout Jacquemus’ takeover, including a massive version of the fashion label’s infamously small Bambino bag and a giant toaster that ejects Jacquemus-branded slices of bread. The collaboration marks the first time Galeries Lafayette has handed over its flagship space to an individual brand.
In honour of this partnership, Jacquemus created a selection of handbags exclusive to the department store, including a mini-Bambino in denim and a Chiquito in smooth beige leather. Jacquemus’ takeover will be until 2 April.
In this era of Neo-collectivism, legacy brands should seek out contemporary collaborators who can help give consumers unique, hyper-realistic and fun experiences