How do you reach younger generations when social media is saturated ? Roxy is taking the gamble of meeting them for real , in the Parisian Marais by setting up shop at the pop-up store 119 rue Vieille du Temple . One way to inform them of a deliberate rebranding: goodbye to big flowers, make way for exclusive collaborations with talented young artists, like here with Altas, a young Australian woman.
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How to present your rebranding to younger generations?
Identify a location popular with a young, sporty clientele, as well as a space that can best showcase the scenography designed by WRKS Agency
119 rue Vieille du Temple, Paris 3
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For a week, Roxy set up shop in the Marais to promote its new collection, in collaboration with Adrianne Dimitrakakis aka Atlas, a young Australian artist. Through her creations, she showcases the six most iconic spots in international surfing, from the Fiji Islands to the waves of Biarritz. To do this, the French brand is banking on a large, eye-catching window display in the heart of the Marais, designed by WRKS Agency . Thanks to the rounded shape of our pop-up store at 119 rue Vieille du Temple , the brand has highlighted the bright colors of this collection that smells like vacation!
Founded in 1990 by Quiksilver, Roxy was the first brand to offer a 100% women's line of surf clothing and accessories . From the very beginning, it enjoyed dazzling success with its swimwear collection, before establishing itself as a benchmark in the world of women's surfing. Building on this identity, Roxy expanded its offering with lifestyle products, from the mountains to the beach. Today, the brand continues to showcase its free spirit through immersive experiences such as the Roxy x Atlas pop-up , located in the Marais . This temporary pop-up store showcases Roxy's DNA: sport, style and freedom. The Marais pop-up thus becomes a meeting place between the urban community and surf culture, in the heart of Paris.
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