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ADIDAS EUROPE’S BIGGEST FLAGSHIP ON THE CHAMPS-ELYSÉES; A CHALLENGE OF SPORTS

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With just a few days to go before the Paris Olympic Games, the Lemens & Partners team takes a look at the innovative ‘Home of Sports’ concept for Adidas’ largest flagship store in Europe.

In a few figures, the Adidas shop on the Champs-Elysées has 2,820 m², 3 floors and 105 employees. A space dedicated to sport and lifestyle, with an easy-to-follow itinerary and checkouts on every floor. As well as being perfectly laid out to make the experience as pleasant as possible, Adidas is ideally located. Right in the heart of the Champs-Elysées, the brand boasts large bay windows that encourage visitors to come and explore the shop.

Two worlds, sports and lifestyle, merged into one: Adidas invites customers to enjoy an immersive and creative experience.

We quickly discover an industrial space, with a raw style and concrete and metal walls, highlighting the colours of the products. A style reminiscent of urban sports. As soon as you enter, you feel the brand’s dynamics, with mannequins celebrating current sporting events. Adidas focuses on football, with shirts and statues of world-famous athletes such as Lionel Messi, Ousmane Dembélé and Jude Bellingham. In the basement, running, athletics and fitness take centre stage. Running is given a premium place with the ‘Run Lab’. Adidas has come up with the brilliant idea of installing two immersive treadmills where you can test your performance and products to find your ideal pair of shoes.

In terms of customer experience, Adidas has set up a ‘Made For You’ custom corner, where visitors can personalise products purchased in shop or brought in by themselves. Embroidery, patches, painting and engraving are all possible ways of transforming a product to your own taste.

The entire space on the first floor is dedicated to a Adidas lifestyle. Here you can discover Originals, capsule collections with other brands, pairs of Samba, Spezial, Campus and Gazelle displayed on several shelves… As well as offering a sales area, Adidas pays particular attention to its visitors and their well-being. The space on the first floor invites visitors to take their time, to sit back and enjoy a relaxing environment right in the heart of Paris’s longest avenue.

This floor also offers a magnificent panoramic view of the Champs-Elysées, enough to impress many a visitor.

88 Avenue des Champs-Elysées
Open 7 days a week
10am – 10pm

BIRKENSTOCK HAS OPENED ITS FIRST FRENCH SHOP, IN THE MARAIS DISTRICT OF PARIS

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Located at 17 rue des archives in the 4th arrondissement of Paris, the German brand is once again proving that it is expanding rapidly with its definitive move to France.

Located between the Centre Pompidou and the Hôtel de Ville, Birkenstock has chosen the perfect spot to make its mark on the Parisian fashion world.

More than just a shoe brand, Birkenstock has become a lifestyle in its own right. A simple, practical and comfortable design that has become an essential part of any wardrobe. With its values of well-being and quality products made mainly from natural materials, Birkenstock’s DNA fits perfectly with the atmosphere of the Marais.

Leather and cork are the brand’s principal sole materials, and Birkenstock has also used them to dress up its new 130m² space. Spread over 2 floors, the shop features an ‘experience area’ in the basement with a giant light box that plunges you straight into the world of Birkenstock. Here you can discover the brand’s latest campaigns.

For the opening of this first boutique, a brand new ‘Natural Active Recovery Pack’ was presented. Limited to 1,500 pieces and featuring exclusive packaging, this kit includes the Active Recovery insole, the special edition Birki Air 2.0 and the new cork products.

17 rue des archives, 75004 Paris
Open 7 days a week
10.30am – 7.30pm

INFINIMENT COTY PARIS: THE MUST-SEE POP-UP

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Infiniment Coty Paris, the luxury fragrance brand, opened its first ephemeral boutique in the Marais district last March.

In 1904, the precursor of modern perfume industry, François Coty, created his first official fragrance: La Rose Jacqueminot. 120 years later, Coty Group CEO Sue Nabi and Nicolas Vu are paying tribute to the brand by opening their first Parisian boutique.

The Lemens & Partners team set out to discover this immersive pop-up in the heart of the Marais district. It was through a conceptual and innovative boutique that we were able to enjoy a sensory experience.

The boutique welcomes its visitors with a field of large white flowers with a variety of light scents. From left to right, the curious can appreciate the scent of each flower by approaching the pistils.

The experience continues in the back store, where walls are painted in a resplendent Matisse blue, highlighting the bottles and the artcycling works that the brand promotes. This contemporary artistic movement aims to transform recycled materials into innovative and engaging works of art. At Infiniment Coty, it’s their bottles that they’ve reused by asking artists from the 1-54 African Contemporary Art Fair to upcycle them.

The brand also stands out due to the molecule called “Aura”. Molecular Aura – made from an organic molecule derived from sugar – their proprietary technology, extends the signature of each fragrance for up to 30 hours. A real innovation in haute parfumerie.

5 Rue des Blancs Manteaux, 75004 Paris
Shop open Tuesday to Sunday
11am to 7pm.

CAFÉ DE LA ROSE LANCÔME, WHERE BEAUTY MEETS PÂTISSERIE

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On the terrace or at the café counter, this summer Lancôme invites you to taste their delicious pastries made by Nina Métayer in their Café de la Rose on the Champs Elysées!

Out of curiosity and craving something sweet, the Lemens & Partners team visited Lancôme’s brand new concept on the Champs Elysées. The beauty house surprised us this time with a collaboration with pastry chef Nina Métayer, offering a menu of 4 pastries, each as tasty as the next.

In homage to the Domaine de la Rose (an estate dedicated to Lancôme’s olfactory heritage in Grasse), the renowned brand welcomes you to an entirely pink café in the heart of their Paris flagship.

Lancôme always puts the well-being of its visitors first. As well as guiding them and offering them a range of beauty and skincare products on a daily basis, today the brand takes care of its visitors by inviting them to relax for a gourmet moment, on their sunny terrace or between the roses in the café.

Whether it’s Agora rose cheesecake, lemon meringue pie or chocolate sablé, Nina Métayer’s menu is inspired by the brand’s floral DNA. The concept offers a unique sensory experience, combining gourmet delights with beauty and well-being, as you can sample their different products while enjoying a coffee and a pastry.

A concept that once again demonstrates the ability of luxury brands to evolve their creativity in response to consumers who are always on the lookout for innovative experiences.

52 avenue des Champs-Elysées, 75008 Paris
Open 7 days a week from March to December
Terrace open 5 days a week