Sometimes you could be forgiven for thinking it’s Jacquemus’ world and we just live in it, what with filling our horizons with micro handbags, pink tank tops and countless collabs with the likes of Nike and Tekla. The designer takes world domination one step further – at least on Paris’ Boulevard Haussman for the next month – as he takes over the prestigious (if slightly stuffy) Galeries Lafayette.
Before you even get in the store, you have chance to buy flowers or a coffee from his Café Fleurs pop up – an all white cube stall out in the street. Then admire the complete occupation of all the windows with thematic installations that aim to reflect the brand’s South of France heritage (think washing lines, sunshades and…er… chocolate biscuits dunked in coffee.)
Throughout the store, huge surreal sculptures continue the lifestyle theme with an enormous handbag opening up to be a counter selling the real thing, a launderette in the mens department and a giant toaster popping out Jacquemes branded bread. It’s all very instagrammable which is as much the point as selling more product.
After this and Yayoi Kusama’s spectacular take-over of Louis Vuitton stores across the world, we can probably expect more selfie worthy art-meets-retail experiences filling our social media feeds over the coming year.
