Valentino Beauty didn't need a flagship takeover to make Born in Roma travel, just a fragrance bar, a set of fairground games, and two days at École Duperré. As the Summer Tour heads toward Athens, Madrid, and Hamburg, it makes a quieter argument than most activations dare to: consistency and story can carry a brand further than scale ever could.

Most brands mark thirty years with a campaign. Acne Studios opened a library. In five cities. Simultaneously. The Pink Library format makes a precise argument: a space with nothing to sell generates a quality of trust that no conversion-optimised environment can replicate. That instinct; object first, explanation later, has defined this house since the beginning. It just needed architecture to say it properly.

MAAP's HYPERFORMANCE installation did not ask Paris Fashion Week to accommodate cycling. It arrived with a conviction: that the technical artistry required to dress a WorldTour cyclist and the creative rigour required to cut a fashion collection are expressions of the same obsession. One room in the 2nd Arrondissement. One electric green kit. One argument that two worlds were always one.

Lacoste’s "Polo Factory" on the Champs-Élysées is a masterclass in "Manufacturing Theatre." The activation turns the technical journey of the iconic polo, from thread to crocodile, into an immersive IRL experience. Featuring kinetic window displays, a futuristic yarn-spool carousel, and surrealist oversized "polo slabs," the space humanises the industrial process. By blending high-tech workshop aesthetics with playful gamification, Lacoste proves that heritage is best served

Lacoste’s takeover at Galeries Lafayette Haussmann is a masterclass in atmospheric retail. Spanning 12 iconic windows and three floors, the activation centres on "The Locker Room", a collection by Pelagia Kolotouros that explores the liminal space of the athlete’s sanctuary. Blending vintage sportswear vibes with tailored elegance, the installation proves that Lacoste’s heritage is as at home in a Parisian department store as it is on the tennis court.

LOEWE’s second "Casa" flagship in Paris is a masterclass in tactile luxury. Located on Rue Saint-Honoré, the 405sqm space blends hand-glazed ceramics, brass, and concrete with a world-class art collection. By placing contemporary works in dialogue with 17th-century portraits, Creative Directors Jack McCollough and Lazaro Hernandez have created a retail environment designed for discovery. It is a space where craft, culture, and fashion meet in a seamless, sophisticated narrati

Café Lacoste’s permanent debut in Paris is a masterclass in "lifestyle hospitality." Located near its flagship, the 100-sq-meter space, designed with Giraudi Group, translates the brand’s tennis heritage into a sensorial experience. From "Iconic Polo" cakes to the historical "Le Chose" cocktail, every detail reinforces a narrative of French elegance. By moving into the "Third Space," Lacoste proves that the future of retail is edible, inhabitable, and deeply communal.

NikeSKIMS translates its collaboration into a physical brand world with an immersive pop-up that blends performance, bodywear and culture. Designed around a modern ballerina aesthetic, the space prioritises movement, form and emotion over traditional retail. Sculptural interiors, curated product moments and wellness-led experiences show how future retail is shifting from selling to feeling.

The Ritz Paris turns Place Vendôme into a festive world of nostalgia and storytelling. Centred on its mascot César, the pop-up blends craft, emotion, gourmet moments, and collectible design. From the six-meter bear-trimmed tree to the giant teddy and holiday boutique, it’s a masterclass in emotional branding, connecting hospitality, retail, and culture through immersive, multi-sensory experience.

Swarovski unveils a luminous Paris pop-up at the foot of the Arc de Triomphe, blending craft, heritage and retail theatre. Inspired by the brand’s signature octagon, the space showcases jewellery, home décor and a personalised Art of Gifting experience. Paired with Swarovski’s sponsorship of the Champs-Élysées lights, this activation transforms retail into culture—an immersive, meaningful celebration of creativity and place.

Casa Loewe Montaigne transforms retail into an art-led, tactile experience. Designed like a collector’s home, it blends handcrafted tiles, marble, and curated furniture with ceramics, sculptures, and textiles from global artists. Every detail elevates craft, culture, and materiality, creating a gallery-like space that redefines luxury and showcases Loewe’s world in a deeply considered, immersive way.

Michael Kors transforms Galeries Lafayette Champs-Élysées into a luxury hotel-inspired pop-up, anchored by a towering 4.5m Hamilton Moderne fringe bag. With immersive check-ins, charm bars, live piano nights, and Champagne activations, the experience blends fashion, theatre, and lifestyle. More than a showcase, it’s a cultural destination where storytelling and spectacle redefine the role of retail.

Café Kitsuné Airlines lands in Paris with a pop-up that transforms a café into a playful boarding terminal. Inside, an airplane cabin setting meets travel-inspired lattes and limited-edition pastries, while outside, luggage carts and departure boards extend the story. Guests receive a surprise with every purchase and can even enter to win a trip to Tokyo. More than coffee, it’s a cultural journey where design, flavour, and immersive theatre redefine the café experience.

AMOUAGE transforms Galeries Lafayette Champs-Élysées with an installation inspired by the Omani desert. Deep ruby and fiery orange tones immerse visitors in golden-hour dunes, while dedicated spaces showcase iconic collections like Guidance, Essences, and Exceptional Extraits. The bold design contrasts with the marble atrium, inviting guests to explore Amouage’s craft of High Perfumery. A sensory journey where heritage, artistry, and storytelling collide in one striking brand

Lacoste’s “Fall Winter 2025 – Chapter 1” on Paris’s Champs-Élysées is a masterclass in immersive retail. Neon-lit tennis courts, life-sized trees, and a crocodile sculpture made of foliage blur indoor and outdoor worlds. Earthy tones, curated displays, and a forest mural create a sensory playground where sport meets nature, turning the store into an experiential destination that brings the brand’s heritage and identity to life.

Miu Miu’s Summer Reads returns for its second edition, transforming iconic parks in Beijing, Hong Kong, Milan, Osaka, and Paris into open-air libraries. Guests are invited to slow down, reflect, and read specially designed editions of Simone de Beauvoir’s The Inseparables and Fumiko Enchi’s The Waiting Years. With branded bookmarks, custom dust covers, and city-specific symbols, this global activation is a poetic blend of fashion, literature, and immersive outdoor storytellin

To celebrate 20 years of Acne Paper, golden pop-ups have appeared in Milan, Paris, New York, and Shanghai. Inside select copies of Issue 20, lucky readers will find a golden ticket to win an archival edition. With striking imagery by Szilveszter Makó and a rich editorial mix of fashion, art, and essays, Golden is both a collector’s dream and a tribute to Acne Studios’ enduring creative vision. Print meets pop-up in a shimmering global celebration.

Lacoste’s Paris flagship is reborn as a clay-court stadium for its “Roland-Garros 2025” animation. The immersive takeover merges athletic heritage with the new collection, using a rich terracotta palette to create a living tribute to the iconic tournament. It’s a masterclass in experiential retail where sport and Parisian elegance collide on the Champs-Élysées.

SDD25/18_04: Summer Fridays has landed in Paris with a radiant café takeover at Café Kitsuné Vertbois, blending California cool with Parisian charm in one of the city’s most stylish neighbourhoods. To celebrate the beauty brand’s arrival in France, Café Kitsuné has been transformed into a sun-drenched pop-up serving a curated menu of Summer Fridays-inspired drinks, including the Jet Lag Latte, Pink Cloud Matcha Coco Latte, and Iced Endless Summer Refreshers. Delicate floral t

SDD25/13_04: Acqua di Parma has opened Casa Acqua di Parma, its new flagship in Paris at 205 rue Saint-Honoré, designed by Dorothée Meilichzon. The boutique blends Italian craftsmanship with Parisian sophistication, featuring iconic brand elements like signature arches and citrus motifs. The Maison’s yellow is reimagined with a high-gloss lacquer finish, complemented by Parisian woodwork and handmade terracotta tiles. The space is divided into a discovery area and an intimate

SDD25/13_02: Glossier, in collaboration with Random Studio, unveiled an AI-powered fragrance experience in Paris to launch its Fleur scent, redefining how consumers interact with scent in retail. Set in Galerie Joseph in Le Marais, the space transformed into a ‘roaming field’ where pastel wildflowers and shifting lilac petals mirrored guests’ movements, creating a dreamlike atmosphere. Three modernist scent pavilions represented Glossier’s perfumes through color, sound, and l

SDD25/09_05: Paris Fashion Week has long been a stage for boundary-pushing collaborations, and this season, Style Not Com x Zara is delivering an unforgettable experience. the two brands are coming together to present a one-of-a-kind pop-up café that blends fashion, culture, and immersive retail design. Located at Petit Bon Paris (47 rue Cler, 75007), the Café Style Not Com x Zara is more than just a coffee spot, it’s a fully immersive brand experience. Designed with meticulo

SDD25/08_01: Lacoste’s Lenglen Window and In-Store Activation at its Champs-Élysées flagship is a masterclass in heritage-driven retail design. Launching the Lenglen Bag as part of Spring/Summer 2025 Chapter 1, the activation draws inspiration from the pleats of the iconic tennis skirt, blending sporting heritage with high-fashion elegance. First seen on the FW24 runway, this structured shoulder bag balances feminine styling with practicality, reinforcing Lacoste’s legacy in

SDD25/06_02: Sephora has once again redefined immersive retail with its Only At & Hot On Social pop-up, unveiled at an exclusive press day in Paris. This bold activation transforms Sephora’s signature "Only At" stamp into a fully interactive space, blending striking geometry, dynamic lighting, and vibrant colour to create an experience that is both visually captivating and highly shareable. Designed to showcase Sephora’s most exclusive and trending beauty products, the space