An immersive Nike x Jacquemus pop-up for Paris Fashion Week
In honour of the revival of Nike’s Moon Shoe, we created an immersive Nike x Jacquemus pop-up that invited visitors back in time to when the shoe was born. Running through Paris Fashion Week, Le Marais’ Nike store transformed into a nostalgic portal that merged a warm vintage 70s gym aesthetic with the refined elegance of a ballet studio, a nod to Jacquemus’ reimagining of the shoe.
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Spatial storytelling
As if stepping into a film set, the pop-up creates a rich narrative backdrop for the shoe’s two new colourways, bringing the product’s history to life through carefully-crafted design choices. In the windows a row of shoes, hung up like in a gym changing room, gestures to the activity that visitors can engage with inside.
Nostalgic scenography
Rendered in a soft and neutral palette with worn wood and leather material details, the scenography features vintage props like pommel horses, kettlebells and ballet shoes as well as a series of aged-crates that act as product displays. A large mirror with a ballet bar, framed by translucent curtains, set the stage for visitors to try on the shoe themselves.
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Custom sound and scent
Sound and scent animate the atmosphere of the gym to give visitors a fully embodied and emotional experience; a custom soundscape that flows between classical ballet music to 70s hits plays in the background, while a bespoke fragrance with notes of waxed-wooden floors and aged-leather fills the space. Set in motion by this sensorial environment, the story of the Moon Shoe takes on a new chapter played out by Nike’s contemporary audience.
- For:
- Nike Jacquemus
- Year:
- 2025
- Size:
- 80 M2
- Location:
- Paris, FR
- Sector:
- Fashion
- Role:
- Creative Concept, Art Direction, Spatial Design, Fixture Design, Production Management
- With:
- EOTNA
