AZ Factory, the luxury fashion brand founded by designer Alber Elbaz and Richemont, is expanding its digital approach to the physical realm with the opening of its second pop-up store in Paris. After a successful trial run last year, AZ Factory will now showcase its collections and collaborations in a retail format this summer. The pop-up store, named Heureux les curieux, will be located in the Marais district and will be open from June 26 to July 6. Visitors can expect an immersive experience reminiscent of eclectic boutiques from the past.
Spanning nearly 200 square meters at 23, rue du Pont-aux-choux, this year’s pop-up store will feature a curated selection of products designed by new collaborators. Notably, Lutz Huelle, who designed AZ Factory’s Spring/Summer 2023 collection, will have his designs available for purchase. Huelle is also the creative force behind the exclusive pre-collection for spring 2024, accessible only to retailers in a showroom area not open to the public.
In addition to Huelle’s creations, the boutique will showcase the work of two other AZ Factory collaborators. French designer Tennessy Thoreson, a graduate of the Geneva University of Art and Design, has teamed up with the brand to create a collection dedicated to loungewear, encompassing clothing, accessories, and cushions. Meanwhile, the DJ collective Club Domani, known for their events at Milan’s Plastic nightclub, has curated the brand’s music and designed clubbing T-shirts for AZ Factory.
Heureux les curieux offers an opportunity for visitors to delve into the studio’s work, with a particular highlight being the “Palazzo Pyjama Story” capsule collection. Designed in collaboration with photographer Maripol and artist CJ Pidlaoan, this collection showcases posters, videos, and textile prints with a vibrant graffiti-style aesthetic. Pidlaoan will also be present at the pop-up store, offering personalized customization of bags and T-shirts.
The store’s lively and summery ambiance is complemented by a wide range of products suitable for holidaymakers. T-shirts designed by the brand’s collaborators, affectionately referred to as the ‘Amigos,’ will be available for purchase under the name “Ninety Nine” for 99 euros. This echoes the approach taken last year when AZ Factory invited friends and brands they admire into the space without necessarily collaborating with them.
In addition to AZ Factory’s own designs, the pop-up store will feature perfumes by Olivia Bransbourg, stools and decorative objects by Milanese architect Ferrillo Belli, gender-neutral streetwear by Saudi Arabian brand Uscita, swimwear by Portuguese label Medina de Lou Medina, accessories by Souvenir Stand designed by Nataša Čagalj, and recycled trainers by Dutch designer Peterson Stoop. Furthermore, the store will sell bags created by Bas Timmer, a longstanding collaborator with AZ Factory, in support of his ShelterSuit Foundation, which provides sleeping bag suits for the homeless.
AZ Factory’s second pop-up store in Paris presents an exciting opportunity for customers to engage with the brand’s unique collections and collaborations. The physical retail format allows for an immersive experience, offering a glimpse into the creative world of AZ Factory. With its diverse range of products and collaborations, the pop-up store is set to become a must-visit destination for fashion enthusiasts and curious shoppers alike.
Useful links:
– AZ Factory Official Website
– ShelterSuit Foundation Official Website
