For its European debut, Ulé by Shiseido, the new natural skincare brand from the Japanese beauty giant, chose the heart of the Marais district in Paris. Located at 5 rue des Blancs Manteaux, the pop-up store offered an immersive experience centered around nature and innovation.
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How can a pop-up store effectively support the launch of a new brand within a major corporate group?
For its European launch, Ulé aimed to create a fully integrated omnichannel concept to assess customer expectations. Nestore assisted in:
The pop-up store was open from May to July 2022 and focused on gathering consumer insights while enhancing customer experience and loyalty.
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Blancs Manteaux, Marais
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The Ulé pop-up store at Rue des Blancs Manteaux was designed as a green oasis, inviting visitors to explore its "eco-farm" concept. The experience included:
As the first Shiseido brand fully developed in Europe, Ulé is pioneering the use of vertical farming in collaboration with Tower Farm R&D, a startup specializing in urban agriculture models. Located near Paris in Saint-Nom-la-Bretèche, Ulé’s vertical farm cultivates the three key plants used in its formulas, reducing reliance on global supply chains.
This pop-up store showcased Ulé’s commitment to sustainability, innovation, and sensory experiences, setting a new standard for eco-conscious beauty.
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