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Escape with Zimmermann
Amplify + Zimmermann bring a multi-sensory oasis to Paris...
Challenge
Looking to gain new client acquisition, The Australian brand is still in the phase of building their storytelling in Europe.
For a brand all about summer evenings and relaxing next to the sea, how do you show up in the city centre of Paris bringing your ethos to life?
Insight + Strategy
Our target audience is upper class, with a very active lifestyle. They like to explore the world. Although with the fast paced rhythm of their urban life, they often feel they lack the freedom and time to do so.
Coming from a land of freedom and big open spaces, Zimmermann proposes a happy, colourful and optimistic universe helping women to free themselves.
The goal was not to picture beaches or holidays in a passive and cliché way, but to convey a mindset and a feeling of freedom.
Combining the “summer holiday” vibe with an ambitious set-up and a deeper message to create an experience that would drive visits and surprise consumers at every step of the journey.
Solution
Escape with Zimmermann
A dream-like holistic world recreating the feeling you only get when holiday is done right. The 300m2 pop-up space at the iconic department store, Le Bon Marché, combines scenic installation and elegant technology to surprise and delight customers as they wander through. Providing a space for women to escape from the conformity of their urban daily lives and enter a world of unlimited freedom.
We paired classic summer cues with abstract shapes, playfully oversized objects and soft lights mimicking the sunset. This created a strong visual world set between dream and reality. The spatial design was inspired by the texture, prints and movement of the Zimmermann collection presented on the catwalks. This was brought to life with streaked glass, digital water elements, fluid fabrics, and curved walls that cast long shadows for soft contrast.
An always-on photo booth captures moments in a virtual beach setting allowed customers to dive into Zimmermann’s carefree, optimistic aesthetic and share their memory of it.
The space will evolve over a four-month residency with three distinct immersive product display experiences, all inspired by the feeling of a summer evening.