“Innovation is not about having a new idea but about stopping having an old one.” These wise words from Edwin Herbert Land perfectly encapsulate the spirit of “nous,” the new concept store that has recently made its debut on rue Cambon in Paris.
Just a few weeks after the closure of the beloved colette, “nous” has emerged as the new “place to be” for unique products and emerging talents. Upon its opening on January 8th, the store attracted enthusiasts and curious visitors eager to explore this mystical space.
The concept store spans across a 150 m2 area divided into four distinct sections, catering to different interests. From sportswear and Hi-Tech gadgets to men’s accessories and a bookstore dedicated to street culture, “nous” offers a diverse range of products. Visitors can find everything from futuristic t-shirts and sunglasses to scented candles and smartphone cases. The selection even includes the phones themselves, ensuring that everyone can take home a special memento from their visit.
To celebrate the opening, “nous” partnered with the Chinese brand OnePlus for a Pop Up event, showcasing ergonomic and stylish smartphones with an excellent quality/price ratio. Additionally, the concept store plans to engage with the latest trends by featuring monthly exterior window displays created by different artists, showcasing various artistic installations.
The idea for “nous” was born out of the collaboration of several former colette associates, including Sébastien Chapelle and Marvin Dein. When colette closed its doors, they saw an opportunity to continue their passion for innovative products and urban culture. “nous” is not just a store but a collective project that aims to include its community of team members, collaborators, and customers. Their goal is to offer Parisians the latest streetwear trends and emerging creations from the market, all while retaining a sense of inclusivity and belonging.
While “nous” draws inspiration from colette, it strives to establish its own unique identity and cater to a slightly different audience, with a focus on male consumers. Only time will tell if “nous” can truly fill the void left by its iconic predecessor, but the store’s dedication to forging its own path is admirable.
As we cheer on the success of “nous,” it is worth noting that other concept store projects are also emerging throughout the city. It will be interesting to see how they fare in the competitive retail landscape. In the meantime, the entire team at ULTIMZ Journal wishes “nous” the best of luck in their new venture.
Useful links:
1. “nous” official website
2. Vogue’s article on “nous”
