Guerlain embracing popupism
Nothing is everlasting, and especially not in fashion. Now more than ever, temporary showcases pop up everywhere, and hardly have they opened their doors to the public, before they disappear again.
Guerlain recently gave in to the pop-up trend and opened a temporary store as a spatial communication tool to highlight their newest fragrance La Petite Robe Noir. The store incarnates the scent with romantic chandeliers and ornamented furniture carrying everyone away to a fairytale universe impossible to resist. Just like every pop-up store, this one is arty and edgy, and not only does it display a product, it offers a complete experience.