To launch its new perfume, “La Petite Robe noire”, Guerlain has set up, for a few months only, a pop-up store next door to its flagship outlet at 68, avenue des Champs-Elysées. But the little shop has nothing to do with the stalls featuring derivative products.
With its olfactive and photographic workshops, the pop-up store is designed to be more fun and interactive than its traditional equivalent. The store features the imagery developed by the visual artists Kuntzel+Deygas to promote “La Petite Robe noire”, plus a series of artistic works reinterpreting certain of the brand’s codes that evoke emotional connection and a very casual introduction to the brand for the customer.
The temporary store will say its goodbyes in November this year to allow work to begin on extensions to the flagship store, in 2013.
Not to be missed as long as it lasts!