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ELECTRICAL CHARGE: Electric has lifted the lid on its new identity with a pop-up store at Paris urban apparel megastore Citadium until June 7.


“This is the beginning of the re-launch in Europe,” said Todd Hymel, chief operating officer of the sport and lifestyle division at Kering, which owns the San Clemente, Calif.-based sunglass and snow-goggle specialist.


“The brand has been working on a reset for the last 18 months. This week has been the launch of the new concept with eyewear and watches,” added Hymel. “The pop-up is really about bringing brand awareness back to the brand.”


The space on the ground floor of the main Citadium store off the Boulevard Haussmann shopping hub is inspired by Cycle Zombies, a California-based collective founded by three brothers who surf, skate and ride motorcycles.


It features a customized chopper and a chair staffed by U.K. barbers Paul Hewitt and Harry Blade, who are offering free haircuts. A back wall showcases rotating exhibits of photos by skater Sam Partaix and Dominic Haydn Rawle, who shoots the visuals for the brand. A live concert by Trouble Andrew is scheduled for June 4.


Anthony Cazottes, general manager of Europe, the Middle East and Africa at Electric, said it chose Paris for the initiative because France is the strongest market in Europe for the brand, which has around 500 points of sale in the region. In the next few months, he hopes to bring the pop-up store to Liberty or Selfridges in London.


“The reset is really bringing a lot of brand momentum which we expect to continue,” he said.

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