June: the best retail activations by Nestore.
A pop-up store can be so much more than a point of sale. That's exactly what we witnessed throughout June at Nestore — a month shaped, among other things, by Fashion Week. Four brands turned our Parisian addresses into stages for their identity. Four activations, four distinct takes on ephemeral retail. Here's a look back at the operations that defined our June.
Samsøe Samsøe at 119 rue Vieille du Temple
One capsule collection, two Parisian artists, one Danish brand. Garance Vallée and Frank Pellegrino brought their craft and material sensibility to Samsøe Samsøe for a collaboration sitting at the intersection of fashion, interior design, and art.
The entire scenography of our pop-up was reimagined to bring this capsule collection to life.The result? A limited collection where textures speak to one another, steeped in a deep blue — the signature shade of this edition. To host it, our boutique at 119 rue Vieille du Temple was transformed for the duration of Fashion Week. An opening cocktail, an evening event — all while staying true to the brand's artistic direction: minimalist lines, brutalist undertones, a visual language you recognize immediately. Three creative worlds, one address. That's what a successful three-way collaboration looks like.
MĂ©duse x Faubourg 54 at 95 rue Vieille du Temple
80 years on one side, 11 on the other. Méduse and Faubourg 54 joined forces for a short but striking activation — and created the sunniest pop-up the Marais has seen in a while. The Méduse sandal, the one that defined our childhood summers, doesn't age — it reinvents itself season after season, always true to its identity.
Paired with Faubourg 54, the synergy is immediate: two vibrant brands that complement each other, bringing a burst of energy to rue Vieille du Temple. A well-executed activation backed by solid communication, with a generous dose of feel-good nostalgia. The kind of pop-up that proves a simple, well-thought-out concept can leave a lasting impression.
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Phlur at 36 rue Étienne Marcel
What if a pop-up store became media on its own right? For its French launch, Phlur transformed the façade of our boutique at 36 rue Etienne Marcel into a wall of posters, each holding a tear-off ticket infused with one of the brand's scents. Scan a QR code, follow the trail — and find yourself at the Palais Royal, where a pop-up ice cream stand welcomed Parisians for a weekend. The detail that made it: every ice cream flavour mirrored a fragrance from the collection. A way of pulling the audience fully into the brand's world, far beyond the storefront. Proof that a pop-up is never just a place to sell. It's a communication channel in its own right.
MAAP at 36 rue Étienne Marcel
For Fashion Week in June, Australian brand MAAP used our 36 rue Étienne Marcel space to present its HYPERFORMANCE collection — and took on a pairing that still doesn't get nearly enough attention: high-performance sport and fashion. The entire boutique was wrapped in the brand's visual identity, becoming the backdrop for a collection with futuristic, neo-athletic undertones.
Green neons, bold typography across the walls, a deliberately moody atmosphere: the space was conceived less as a shop floor than as an exhibition, where elite cycling meets the aesthetic codes of fashion.The result intentionally blurs the lines. It's hard to say whether you're stepping into a technical store or a runway show — and that's precisely the point. MAAP built its collection on that boundary, and the showroom is its most faithful expression. A reminder that a retail activation can also be a positioning tool: capable of communicating, in a single space, everything a collection is trying to stand for.
Conclusion : ce que ces opérations nous rappellent
Samsøe Samsøe, Méduse x Faubourg 54, Phlur, MAAP — the same observation runs through all four. Ephemeral retail is no longer what it used to be. It's no longer confined to a single function. It can be a gallery, a nostalgia-fuelled playground, a media channel, or an exhibition built to embody a collection.What makes these activations possible is also the ground they're built on: addresses chosen for their neighbourhood, footfall, clientele, and character. Finding the right location is already half the work of a successful activation.
Looking for a showroom or pop-up for your next project? Let's talk — and find the address that fits.
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