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trends

A LOOK BACK AT A RETAIL VISIT WITH GALERIES LAFAYETTE IN LONDON

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Every year, Galeries Lafayette runs the La Fabrique programme, an incubator for young talent, to develop retail topics. Every year, they choose Lemens & Partners as their partner to spend 2 days in London discovering market trends!

Organised with the aim of enriching a strategic and innovative vision of the future of department stores and concept stores, this annual retail tour with Galeries Lafayette is an opportunity for us to show them the latest retail trends. For two days, we’ll be showcasing unique concepts in the best areas of London.

London, the epicentre of retail, is witnessing the emergence of exciting trends that are redefining the shopping experience. With the rise of omnichannel commerce, retailers are integrating online and physical platforms, offering consumers a seamless experience. Pop-up stores, which allow brands to test new concepts without long-term commitment, are flourishing in areas such as Shoreditch and Covent Garden.

At the same time, sustainability is taking centre stage, with a growing demand for ethical and eco-friendly products. Retailers are innovating by promoting transparent practices and adopting recycling initiatives.

To conclude, the importance of the customer experience continues to grow, with shops offering interactive events and community spaces, making each visit unique and memorable. These trends point to an ever-evolving sector, where innovation and social responsibility intertwine to shape the future of London retail.

As a world leader in retail, London has evolved rapidly to adapt to changing consumer expectations. It combines a rich history with constant innovation, attracting luxury brands and daring start-ups.

Mayfair – Covent Garden – Soho – Sloane Square – Chelsea – Marylebone – Oxford Circus

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

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

DISCOVER THE ON FLAGSHIP, ON CHAMPS-ELYSÉES

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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

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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

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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