Zimmermann plans four-month pop-up in Le Bon Marché

Think of it as a pop-up with a difference. Cool, cult Australian brand Zimmermann is to open a four-month “residency” in Le Bon Marché.
 

Australia’s most luxury brand, Zimmermann’s 300-square-meter shop on the second floor will run from late April to end August 2024 inside Le Bon Marché, the plushest of Parisian department stores.
 
The idea is an exclusive summer concept that will include a multi-sensory oasis designed to “give customers an unparalleled experience of the designer, transporting them to an imaginary landscape inspired by Zimmermann’s perpetually vacationing state of mind,” the Sydney-based brand said in a release.

Using innovative retail concepts and digital technology, customers can discover the Zimmermann universe in an interactive space exclusive to Le Bon Marché.
 
The space will retail Zimmermann’s spring-summer 2024 ready-to-wear collection, comprising essential denim ranges and accessories, along with as its more casual Summerland capsule collection.
 
A narrow opening to the pop-up annex, marked by striated metal and organic walls, allow fans to discover a shoppers “beach club,” where rocky textures, organic shapes and soft carpets of sand create a natural palette. In line with the insouciance upbeat aesthetic of Zimmermann, Australia’s most successful ever runway brand.
 
While in an exclusive collaboration, Trudon candles and Standard Procedure sunscreen will be available in the Zimmermann space at Le Bon Marché only.
 
The brand has also installed a photo booth so visitors can capture their image against a beach backdrop, transporting them to the feeling inspired by the sunny elegies witnessed in Zimmermann’s advertising campaigns. They will also have access to the retailer’s personal shopping program.
 
Le Bon Marché will stage ticketed events in the Zimmermann space, details of which will be announced shortly.
 
Founded in 1991 by sisters Nicky and Simone Zimmermann who first sold their ideas in Paddington street markets, the label has grown to become a key runway show on the Paris season; an international network of some 60 boutiques; and a brand with an estimated value in excess of $1 billion.