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POP GOES KENZO: A psychedelic booth for selfies, salty-caramel popcorn and iBeacon technology are all part of Kenzo’s invasion of Printemps in Paris. The French brand has created a graphic, and surreal backdrop for its six-week pop-up store located in an atrium space at the department store’s Boulevard Haussmann flagship.
Inaugurated Thursday, the space was humming with young shoppers gazing up at giant mannequins stepping out of mirrors, echoing Kenzo’s David Lynch-inspired advertising campaign. Kenzo and Printemps also created a dedicated app, which includes a treasure hunt for letters scattered about the pop-up, which when found create dazzling special effects on handheld devices, and a chance to win a sweater.
On offer is a selection of the fall-winter collections for men and women, Kenzo’s new Kalifornia leather goods range and about 30 exclusive products and prereleases from collections designed by creative directors Humberto Leon and Carol Lim. Shoppers who downloaded the app are directed to the pop-up, and Kenzo’s permanent third-floor shop, from the moment they cross the threshold at Printemps, thanks the iBeacon technology that senses the locations of smart phones.
Also on Thursday, Printemps unveiled five windows displaying the collection in settings inspired by Lynch films.