To celebrate the past fashion month and 11 years after being at Avenue Montaigne for the first time, Simon Porte Jacquemus inaugurated his first-ever store in Paris. Here is a look at the inside atmosphere of one of the most awaited pop-ups in fashion!
Avenue Montaigne was always a dream location for the French designer. In 2011, Simon Porte Jacquemus presented his third collection in one of the most famous streets for fashion stores in Paris during a Vogue Fashion Night.
Ever since the launch of the brand in 2009, its products were to be found in well-known multi-brand stores. However, there was a slight change of plans from the sole retailer business model when the label decided it was time to open its store in a symbolic place: 58 Avenue Montaigne in Paris, France.
Credits: Melissa Vega
Even though it was announced as a pop-up store with a limited time, going from late-September 2022 until early-February 2023, it is believed that the boutique might stay longer than expected or even become a permanent site for the brand.
To every Jacquemus fan out there, having the boutique as a permanent shop would be a dream come true, especially considering that the store epitomizes the entire DNA of the French label.
From the moment you go in, you can feel the minimalistic and sophisticated aura that the brand has always been known for. There is no doubt that the boutique is now an “extension” of ‘Le Papier’ runway, presented in June 2022 for the Fall/Winter 2022 collection.
Credits: Melissa Vega
Located in an Art Deco-styled building from the 20th century, the 200 squared meters shop, which has two floors, features a peaceful and calming atmosphere with only a few ornaments. The main colours to be perceived are part of a light palette, with tones ranging from white to nude and beige. According to the designer, it was created to commemorate the label’s beginnings and main characteristics.
Once you arrive at 58 Avenue Montaigne, there is a noticeable queue to enter the Jacquemus shop. The waiting time varies depending on the day and time. On weekdays, especially in the morning, you might be able to get it in after 10 minutes in line, while on the weekends, this time might extend to up to one hour.
The very warm and welcoming staff will greet you and guide you in case you need any help. They are open to answering questions and assisting you when in doubt about what piece to purchase.
Credits: Melissa Vega
Being inside the store feels like being in a Jacquemus’ temple. The aura is very serene and elegant. The brand understood the concept of turning a shopping activity into an outstanding experience.
Moreover, the merchandise is organized by colour palettes. The earthy tones are displayed together, while the black pieces are arranged in another garment rack. The more pop-coloured items are exhibited near a giant popcorn machine that gives the boutique a casual and playful vibe.
Credits: Melissa Vega
When you purchase a garment from the boutique Montaigne, you can go to the second floor and play with the popcorn machine yourself! Otherwise, once you leave the shop, the staff will ask you at the exit if you want some popcorn to go. In this case, another machine at the exit is ready to serve the snack in just a few seconds. Additionally, the back side of this machine is part of the inside decoration of the shop, making it possible to see all the popcorn from the inside.
Credits: Melissa Vega
Furthermore, and continuing with the idea of feeling like in Simon Porte Jacquemus’ very precious and personal space, there is an area on the second floor where customers can sit and leaf through a book containing pictures from the designer’s personal phone. In the book, he explains that these were incredible photos he took and wanted to share his favourites.
Credits: Melissa Vega
Although Jacquemus has installed other pop-up stores in the past, this is the first one where customers can find various items rather than just one model. Additionally, the fact that the boutique will be open for several months and is located in a relevant and precious spot for its creator, gives the hope that it might become the brand’s first permanent store.