Lemens&Partners

Passionate about Creativity and Talent

shopping

MELISSA FRIZZANTE, THE TOTALLY IMMERSIVE POP-UP

by

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

DISCOVER THE ON FLAGSHIP, ON CHAMPS-ELYSÉES

by

On Running on the Champs-Elysées is over 1,500m², 3 floors and a symbol of ambition.

Warmly greeted by the sales staff waiting at the front door, we quickly discover a spacious, uncluttered boutique. With its reputation for innovation, On is once again bringing its creative vision to life in this shop with its modern design. For their largest shop on the world’s most beautiful avenue, the Swiss brand drew inspiration from the city’s textures and materials to design the shop. Founded on and for the running culture, On quickly made its mark on the sportswear market with its cloud soles. It’s an unprecedented innovation that’s perfectly suited to the sometimes tough Parisian cobbles. Challenge accepted!

‘The Avenue des Champs-Elysées is a legendary location for Parisians and tourists from all over the world. This space allows us to exhibit a wide range of collections, and we have placed particular emphasis on design, a new vector for presenting our range of clothing’.

Diana Dowling, head of retail design chez On Running.

Spread over 3 levels, the ground floor welcomes visitors with capsule collections, limited editions and collaborations. Currently on display are pieces selected by the multi-talented artist and current brand ambassador Zendaya. There are also items created for the Paris 2024 Olympic Games. The space is very large, and the colours and materials are industrial, highlighting the brand’s products.

Like an exhibition, the basement showcases running. The first thing you notice is the sober, functional design. The metal cupboards highlight the pairs of shoes. Mannequins dressed in sportswear are running. The shoes are broken down to explain the different materials and techniques that make this brand so unique.

The tennis court and lifestyle space is on the second floor, accessible via a staircase or by lift. With Roger Federer as a minority shareholder in the Swiss brand, On is aiming high and hitting the sportswear market hard. This powerful partnership takes pride of place on the first floor, where Roger’s tennis products are on display.

Out of curiosity, the Lemens team tried on these famous cloud shoes. We quickly realised why we were seeing so much of them on people’s feet… Challenge accomplished!

65-67 avenue des Champs-Élysées, 75008 Paris
Open Monday to Saturday from 10am to 9pm, and Sunday from 10am to 8.30pm.

LOUIS VUITTON ON THE CHAMPS-ELYSÉES CELEBRATES THE PARIS 2024 OLYMPIC GAMES

by

For the Paris 2024 Olympic and Paralympic Games, Louis Vuitton is decorating the facade of its Paris flagship store for the event.

LVMH, premium partner of the 2024 Games, is celebrating this unprecedented collaboration by displaying the Louis Vuitton monogram in the colours of the Paris Games.

Renowned for its increasingly innovative and spectacular sets and scenography – notably its installation with Japanese artist Yayoi Kusama – Louis Vuitton is marking the return of this international event to the City of Lights.

101 Avenue des Champs-Elysées, 75008 Paris
Open 7 days a week
10am – 8pm except Fridays at 6pm

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

by

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

by

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

CAFÉ DE LA ROSE LANCÔME, WHERE BEAUTY MEETS PÂTISSERIE

by

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