Retail: 7 summery pop-up stores

As the summer season approaches, brands are doubling down on imagination to strengthen their retail presence with pop-up stores featuring ever more innovative concepts.


As soon as the first rays of sunshine appear and temperatures begin to rise, summer desires immediately surface. The tourist flows inherent to the summer season represent a strong potential for brands looking to attract more new customers. By opening pop-up stores in exceptional destinations, major luxury brands are playing with their own codes to reinvent the retail experience. Luxus Plus reviews the new pop-ups that make us want to escape.


FRED Joaillier in Seoul



A year after the launch of the FRED Riviera Plaza concept, which invited visitors to immerse themselves in a typical Provencal village square, Maison FRED returns with a new pop-up created by Heroïne, a brand experience design and consulting agency from Paris. In the heart of the Lotte World Mall in Seoul, the jeweler invites its clientele to embark on a cruise to the iconic destinations of the Riviera: Cannes, Saint-Tropez, and Monaco. In a setting of blue hues inspired by the movement of the waves, the experience focuses on the brand’s best-seller, the interchangeable Force 10 bracelet.


Visitors are welcomed by a sailor in a striped shirt, who invites them to spin the destination wheel to choose which mythical city of the French Riviera will be their first stop. He hands them their boarding pass, and the journey can begin. Each city reveals a unique aspect of the history and values of the Force 10 collection and brings with it a host of experiences. Guided by a virtual try-on device, visitors can explore the range of FRED jewelry. The emotional experience thus transcends and enriches the transactional experience.


Acqua Di Parma in Saint-Tropez



Place des Lices is sure to be bustling this summer. A strategic location for luxury brands, this iconic spot in the city of Saint-Tropez has been chosen by Acqua di Parma for its new pop-up store. Designed by French designer Dorothée Meilichzon, this pop-up immediately transports visitors to the Italian dolce vita. Outside, the facade incorporates the architectural codes of the Provençal region, while the brushed metal door handles are inspired by the Art Deco shape of the Colonia perfume bottles. Once inside, the space is bathed in orange light, reminiscent of summer evenings and the iconic citrus notes used by the perfume house. As they explore, visitors will enjoy the various shapes scattered throughout the space, evoking the form of oranges or lemons.


Louis Vuitton in Macau



Louis Vuitton is inaugurating its first activation in collaboration with Galaxy Macau, a chain of prestigious luxury resorts. Since May 23rd, the prestigious Banyan Tree Macau hotel has been adorned with the monogrammed brand’s colors. To promote the LV By The Pool collection, Louis Vuitton has transformed the establishment into a true urban oasis. Around the hotel’s pool, all the deck chairs and parasols have been redesigned by the luxury brand, which has also created an ice cream stand for the occasion. In the resort’s boutique space, the Louis Vuitton store evokes a summer of relaxation by the beach using neutral tones. Welcomed by a giant installation of the brand’s motif, visitors can discover the latest Men’s and Women’s collections from the label.


Dior in Cannes

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Featured Photo : © Acqua di Parma

Picture of Charline Point
Charline Point
Passionate about art in all its forms, Charline Point is a young journalist driven by fierce curiosity and a keen appetite for culture. After several years in press relations, Charline decided to take up a career in journalism. Her favorite subjects are travel, gastronomy, cinema and fashion.

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