Australian-born ready-to-wear brand Zimmermann has launched an activation at department store Le Bon Marché in Paris.
Designed by Amplify Paris, the 300 square metre installation is designed in a ‘beach club’ aesthetic and will showcase the label’s spring/summer 2024 collection.
The space is located on the second floor of the department store and includes elements such as vegetation and a sound carpet that mimics the sound of waves. It will also include a photo booth.
The activation was launched at the end of April and extends until the end of August 2024.
“We were thrilled to go on this journey of collaboration with luxury fashion brand Zimmermann and we are really proud of the final output,” Amplify Paris managing director Nico Daude said. “We captured the essence of the brand and its Australian heritage, delivering a large-scale innovative design brand space that blurs the lines between retail and brand experience.
“This disruptive experiential space at Le Bon Marché offers customers a unique shopping experience that is both immersive and memorable.”
Zimmermann was founded in 1991 by sisters Nicky and Simone Zimmermann, who initially sold their creations in markets from Paddington to Sydney.
The brand has an international network of around 60 stores. Zimmermann was sold last year for an estimated $1.75 billion to global private equity firm Advent International.