The Jacquemus pop-up store has opened in Seoul’s Seongsu-dong district, and it resembles the brand’s signature white inflatable suitcase.
The 185-square-meter pop-up by designer Simon Porte Jacquemus is the first Fleurs to combine café, flower shop and boutique in the South Korean capital.
The all-white Café Fleurs opened its doors to celebrate the brand’s signature Bambimou bag, which adorns the exterior of the building with its inflatable roof. The playful intervention has a fantastical, almost AI-powered aesthetic that taps into the sense of whimsy that the brand is synonymous with.
Inside, the luxury French fashion house hosts a café offering eight signature drinks on the menu, in addition to a flower shop with white lisianthus bouquets.
The minimalist store features a curved bar and spotlighting. The back wall features three extending shelves lined with vases of white flowers available to customers.
This experience comes alongside Jacquemus’s fall 2023 “Le Chouchou” collection with Gigi Hadid, who happens to be a close friend of the designer and the face of the house when she stars in the ad campaign.
The “Le Chouchou” collection was shown for the first time at the Grand Palace of Versailles, with a fashion show that included guests who arrived by boat. The collection is inspired by historical figures such as Marie Antoinette and Princess Diana, providing a regal and timeless appeal.
Visitors can purchase bags and accessories from this special collection that features cherries as its main ingredient.
The house announced the opening of Café Fleurs in Seoul via its Instagram account, where it published a series of photos and videos showing the location, with a caption saying: “Bonjour Séoul!”
But you’ll have to hurry if you want to see it in person because the pop-up store is open until October 29, 2023.
Jacquemus is known for his innovative and avant-garde ideas, from a flower shop in Paris during pandemic restrictions to a 24/7 pink Barbie vending machine in Paris and Milan. Each experience reflects the luxury fashion house’s creativity and unique approach to retail.
The designer has also opened pop-up stores in Lake Como and Portofino, Italy, dedicated to his summer collections, following his debut Café Fleurs at Galeries Lafayette in Paris earlier this year.
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