how Addressing younger generations when social networks are saturated ? Roxy takes the bet To meet them for real, in the Parisian Marais by setting up at the pop-up store 119 Old Temple Street. A way to inform them of an assumed rebranding: goodbye 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 expose your rebranding to the younger generations?
Identify a location popular with a young and sporty clientele, as well as a space that can best enhance the scenography designed by WRKS Agency
119 Rue Vieille-du-Temple, Paris 3
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For a week, Roxy settled in the Marais to promote her new collection, in collaboration with Adrianne Dimitrakakis aka Atlas, a young Australian artist. Through her creations, she values the six most iconic spots in international surfing, from Fiji to the waves of Biarritz. To do this, the French brand is putting on a large flashy window in the heart of the Marais, designed by WRKS Agency. Thanks to the rounding of our Pop-up store at 119 Rue Vieille-du-Temple, the brand has highlighted the bright colors of this collection that smells like vacations!
Born in 1990 under the leadership of Quiksilver, Roxy is the first brand to offer a line of 100% feminine surfing clothing and accessories. From the very beginning, she enjoyed tremendous success with her swimsuit collection, before establishing herself as a reference in the world of women's skiing. Building on this identity, Roxy is expanding its offer with lifestyle products, from the mountains to the beach. Today, the brand continues to promote its free spirit through immersive experiences such as Roxy x Atlas pop-up, installed in the Marais. Ce Pop-up store ephemeral highlights Roxy's DNA: sport, style and freedom. The Swamp pop-up thus becomes a meeting place between the urban community and surf culture, in the heart of Paris.
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