Having lived in Paris for nearly a decade, Maria Cornejo will be right at home when the Zero + Maria Cornejo pop-up store and exhibition bows there next month at the Brachfeld Gallery.
From June 20 through July 11, the designer will take over the space at 78 rue des Archives in the Marais neighborhood, thanks to her friend and the gallery’s owner, Edward Brachfeld.
“We are trying to do things that are a little outside the norm. We do not want to have one-dimension ideas,” said Cornejo’s business partner Marysia Woroniecka.
This spring after a two-year absence, Cornejo reestablished her label’s presence in Paris by selling to Joseph. Cornejo, who called the city home until she relocated to New York in 1996, will help set up the pop-up shop and will host its June 25 party, which will be held on the opening night of the men’s collections. Those shows tend to attract a good deal of media beyond resources, which specialize in men’s fashion, said Woroniecka, adding, “They’re more inclusive.”
The upcoming exhibition will be an offshoot of the one Cornejo staged in New York last summer in honor of her 10th year in business. Displayed in her Bleecker Street space, the show explored her thoughts on the design process. In terms of the clothing that will be sold in the temporary store, the selection will include some quintessential Zero pieces such as the “foil” dress and an off-the-shoulder bubble dress, as well as select pre-fall offerings. The designer and Woroniecka are eager to speak with European shoppers and to hear what they are after, since that is an integral part of what they do in their two New York stores.
“It will be great to have hands-on experience with customers in Paris. One thing we love about our business is that we have a close idea about who our customers are because we interact with them often,” Woroniecka said. “Being in Paris, as Maria likes to say, will allow us ‘to move the air around’ and generate some energy. People will be able to see who we are and what we are doing. And we will be able to speak with the French press. A lot of people know Maria, but they might not know what she is doing now.”