Lemens&Partners

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MAISON DE L’ÉLYSÉE: DISCOVER ITS HISTORY

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To get the new school year off to a good start, the Lemens & Partners team donned their new school bags and set off to discover the history and heritage of the Elysée Palace.

Designed to make the Élysée Palace accessible to French citizens and foreign visitors alike, the Maison de l’Élysée recently opened its doors to share its history. A boutique dedicated to French heritage and diplomacy.

As soon as we enter, we are immediately immersed in the bleu white red. On the right, a magnificent wrought iron staircase rises up, leading to the first floor where the Maison de l’Élysée café is located. A unique space, inspired by the Palace kitchens, offering guests a selection of desserts that are both traditional and innovative. Raspberry tart, charlotte corrézienne, vanilla-pecan cracker chou or pompadour vanilla flan… The chef – Meilleur Ouvrier de France and Bocuse d’Or – Fabien Desvignes offers a range of emblematic pastries.

Opposite the entrance, a variety of products such as candles, biscuits and notebooks are on offer in the souvenir shop.

Once past the shop filled with objects in the colours of France, we arrive in an exhibition area. Somewhere between republican tradition and contemporary creation, this unique space invites you to go behind the scenes at the Élysée Palace. From the uniform of the Republican Guard to the library of curiosities and the immersive room (equipped with 3D technology – virtual reality)… The Maison de l’Élysée museum retraces the art, know-how, excellence, history, culture, values and symbols of this French Palace.

A retail concept reflecting French elegance, offering a glimpse into a private and privileged universe of the Republic.

88 rue du Faubourg Saint-Honoré, 75008 Paris
Free admission – open Tuesday to Saturday, 11am to 6.30pm

NIKE, THE HOUSE OF INNOVATION STRIKES AGAIN

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‘Balling out’, Nike’s innovative new façade on the Champs-Elysées.

Nike has surprised us once again with a new spherical façade overlooking the Champs-Elysées. Bold and innovative, Nike lives up to its name as the House of Innovation.

With its striking, original and intriguing design, the Nike facade is like a work of art. More than a product brand, Nike is selling a way of life. It is clear that the brand wishes to target a more luxurious and upmarket clientele. They don’t just want to sell a product, they want to sell the whole experience.

Nike House of Innovations
79 Avenue des Champs-Elysées, 75008 Paris
Open 7 days a week from 10am to 9pm – 8pm on Sundays

FASHION BRAND AMI Paris CREATES A BEACH ON THE ROOFS OF PARIS

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Deckchairs, white and blue striped wooden cabins, a lighthouse… AMI’s beach has brought Deauville to the rooftops of Paris. And not just any rooftops!

What better rooftop than that of Galeries Lafayette to install a roof terrace in the heart of Paris? Alexandre Mattiussi‘s brand has truly created a beach overlooking a sea of Parisian rooftops.

On this beach you can enjoy an ice cream, admire the view from a deckchair, buy souvenirs… A real trip without leaving Paris!

Inside the shop, two other immersive pop-ups – one in the Men’s area, the other in the Women’s area – will showcase the capsule collection created for the occasion. Called La Plage AMI, the collection is made up of unisex ready-to-wear pieces in blue, white and red.

40 Boulevard Haussmann, 75009 Paris
Open until 2 September

ONITSUKA TIGER TURNS INTO A HOTEL IN PARIS

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To mark its 75th anniversary this summer, the sports label behind Asics is taking up residence in a private location in Paris.

This year marks the 75th anniversary of Onitsuka Tiger. And what better way to celebrate its anniversary on the most beautiful avenue in the world? Art exhibitions linked to Japanese culture, a gourmet corner led by Michelin-starred chef Yoji Tokuyoshi, the presentation of rare and cult models of the Asics shoe… Until August 17, the Japanese brand invites you to come and celebrate their anniversary with them.

For this anniversary, Onitsuka Tiger made its mark. First with a collaboration with the manga Astro Boy. Then with an appearance at Milan Fashion Week, and now with its magnificent mansion in Paris (before opening a future flagship store at the same address in 2025).

The hotel displays shoes retracing the history of Onitsuka’s cult sneakers (thanks Kill Bill), as well as a photographic retrospective and an installation of the thoughts of Kihachiro Onitsuka, the founder of Asics.

25 avenue des Champs-Elysées, 75008 Paris.
Open until 17 August from 11am to 3pm

BAR & BOUTIQUE, BREITLING AWAITS YOU

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Breitling intends to maximise its visibility by opening a 400 m2 pop-up store on the popular Champs-Elysées avenue during the Paris 2024 Olympic Games.

While awaiting the completion of work on their next address on the Champs-Elysées, Breitling is decorating the walls of the former Levi’s boutique. Divided into 3 floors, this shop for the Swiss brand invites us to take our time and immerse ourselves in its iconic universe. Greeted by an agent, we face a staircase that invites us to discover the basement.

Once downstairs, you feel right at home. Like a club that welcomes its members, Breitling offers a variety of areas for entertainment and relaxation. On one side, we have a lounge with armchairs, a library, a sofa and a screen. On the other, we have an area dedicated to lifestyle collaboration with Deus Ex Machina. In between, we have a bar-lounge area with a cosy, subdued atmosphere, offering customers refined refreshments.

“The opening of our temporary pop-up on the Avenue des Champs-Élysées is an exceptional opportunity for Breitling to share our passion for watchmaking with the community of watch lovers in Paris.”

Edouard D’Arbaumont , Directeur Général de Breitling Europe du Sud

From the ground floor to the first floor, the luxury brand offers a selection of watches and services such as strap changes. The “Care bar” on the first floor offers Breitling customers a watch repair and/or maintenance service. This initiative once again demonstrates the special attention the brand pays to its customers.

Two motorbikes have also been installed on 2 floors of the boutique in collaboration with Triumph Motorcycles Limited.

This initiative heralds the opening of a permanent shop in 2025, two numbers away, at 78 avenue des Champs-Élysées.

76 avenue des Champs-Elysées, 75008 Paris.
Open until 11 August, from 10.30 am to 6.30 pm

MELISSA FRIZZANTE, THE TOTALLY IMMERSIVE POP-UP

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Brazilian brand Melissa, known for its comfortable, water-resistant plastic shoes, is inviting us to enjoy a 100% sensory experience.

To present the three new colours of its famous ‘Possession‘ jelly shoe, Melissa has created a totally immersive pop-up shop in the heart of the Marais district in Paris.

Created and designed by the branding and retail agency Carré Basset, the pop-up store is a real eye-catcher, with its pop colours, Instagrammable set design and refreshingly colorful drinks bar.

A sensory journey

Located at Heureux les curieux, a unique space designed for brands to temporarily occupy the walls, the Brazilian brand has created a unique universe for itself.

From the moment we enter, we are taken on a journey that awakens our 5 senses. First of all, there’s the eye-popping store design. Pink, red and purple bubbles have been placed all over the shop to promote the soda theme. There are also fridges displaying Possession pairs and fake takeaway drinks with the brand’s logo.

As well as seeing the bubbles, you can hear them pop. In keeping with the soda theme, the sound of bubbles bursting is broadcast throughout the shop, making this an immersive experience for the ears too. Then it’s the sense of smell and taste that are put to the test during this experience.
A Jelly Bubble bar is available to serve you, free of charge, three sparkling drinks created for the occasion. The “Jelly Spritz“, the “Watermelon Haze” and the “Don’t Worry be Berry“, these refreshing drinks are reminiscent of the brand’s DNA fragrance “Tutti-Frutti”. The theme of bubbles is echoed in the chewing gum flavour of these soft drinks.

A real treat for the taste buds!

The jelly-like texture of Melissa’s jelly shoes also appeals to the sense of touch. The Lemens team was particularly touched by the kindness and generosity of the sales staff, who offered key rings in the shape of the shoe.

Retail at the service of marketing

Through this ephemeral boutique, the Brazilian brand is demonstrating the importance of brand image. The idea behind this concept is not to sell the shoes, but to get into the hearts of the buyers. Due to this totally immersive, Instagrammable pop-up, the gamble has paid off!

23 rue du Pont aux Choux, 75003 Paris
Open until 22 August, 11am to 7pm