3X RETRO POP-UPS COURTING CONSUMERS
Nowadays, no social occasion is complete without obligatory screen time. But, in a bid to refocus our attention on the real world, some brands have been embracing the beauty in the old school.
Taking us back to a pre-screen world, where romancing was done at local hangout spots like cinemas and bowling alleys, a handful of brands are feeding into an increasing need to be offline by putting a modern slant on nostalgic moments. Ditching the feed, they’ve begun courting customers by immersing them in the good old days.
Check out the occasion-led brand pop-ups saying out with the new, and in with the old.
THE DIPTYQUE JAZZ CAFE
Transporting their Parisian magic to the streets of NYC, fragrance house Diptyque recently launched their latest fragrance with a 1960s style Jazz Club in SoHo. Named Orphéon (inspired by the legendary bar in Paris), the chic outfit blended sensorial storytelling with immersive installations and live performances – all designed to emulate the famous French ‘golden era of jazz’.
Beyond its beautiful façade, the pop up’s aim was to bring the story of the brand’s heritage and craftsmanship to life, while “reinforcing the emotional connection between scent and memory”. The space successfully served as a nostalgic nod to how history and culture can shape a brand and its product, creating a masterclass in immersion through a perfect blend of commerce and experience.
Image: Diptyque
In signature Diptyque style, the event was a lavish affair. Held over three days, it was complete with countless performances, including a special show by Grammy-winning musician Jon Batiste.
THE VALENTINO RETRO CINEMA
Over in Abu Dhabi, fashion house Maison Valentino has been busy screening a pop-up of a different kind. Taking inspiration from a retro Italian movie theatre, their event space put a twist on a classic cinematic experience – immersing visitors in a colour-drenched cinema complete with oversized plush seating and side tables housing stylish mood lighting.
Throughout its short tenure at the 421 Art Campus, the cinema showcased the works of Oscar-winning Italian director Frederico Fellini. After enjoying special screenings of his works, visitors could head outside to view a collection of Valentino looks curated to complement the films.
Image: AMI Paris (left), Valentino (right)
Seemingly a box office idea, cinematic inspiration also made its way to Seoul – where AMI Paris also launched a movie theatre inspired retail space. The pop-up “invited visitors to step into a world where fashion and film seamlessly intertwine”, showcasing a collaboration between AMI and actor Woo Shik via a visually engaging retail experience reminiscent of a classic movie premiere.
THE JACQUEMUS BINGO NIGHT
Nothing says ‘night out’ like an evening at the bingo. And proving your Gran might just be right is king of luxury Jacquemus, who recently curated a chic take on the town hall classic.
Taking over the iconic Espace Neimeyer in Paris for an evening, the exclusive event saw guests take part in a French version of bingo, called “la loterie”. On offer for 10 lucky winners was a selection of the brand’s latest collection—including knitted caps, scarves and handbags—and a €2000 shopping spree at the brand’s flagship store.
Image: Jacquemus "la loterie" (left), Jacquemus x Neiman Marcus (right)
The experience was just one in a long list of exceptional activations from the brand of late. Last month also saw them team up with Neiman Marcus to create a bowling alley inspired retail space in Dallas, putting a playful twist on high fashion. Designed to show off their new "Le Petit Turismo" bowling bag, the space launched with a cocktail night which invited customers to step onto the functioning bowling alley for a game.
Speaking to DesignRush, Neiman Marcus VP of Luxury Fashion Jodi Kahn said: “By blending fashion with experiential retail, we're creating an environment that not only showcases incredible product but also deepens the connection between our customers and the brand in an unexpected, engaging way."
Words by Emma Cocker, Copywriter.
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