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Pantone opens a pop-up store in Paris

Pantone uses pop-up stores as a real marketing strategy to promote products and enter the market. We visited the newly opened pop-up store of Pantone in the so-called Marais area in Paris.

It is located 51 rue du Temple and in a small, ca. 30 sq meter boutique.

It opened on April 5th and will stay until the end of July to present the summer collection of clothes. It is said that a new pop-up store will then open 11 rue Debelleyme in September to present the winter collection.

The store was designed by Monaco-based interior architects Humbert & Poyet and is the third to be launched by Pantone. The first one was in Saint-Tropez in 2012, and the second one in New-York in February 2014 (also designed by Humbert & Poyet).

From a design viewpoint the store is amazing and may remind you of Escher’s work. The Dutch graphic design explored the concept of infinity which is evoked in the Pantone store by the vinyl layer covering the floor and one wall, hence giving a sense of continuity and blurring visual perceptions.

The clothes are nicely arranged by tones and exploits the trend of concept stores where only one piece of each product is on display. The contrast of color is violent, yet attractive.

All in all it’s a very compelling store, with a very differentiated design and an energizing world of colors.

You definitely should pay a visit if you are in the neighborhood. The efforts made to make the space a visually attractive one were really successful and differentiated from American Apparel located only a few meters away.

It’s also worthwhile to note that Pantone has engaged in a marketing strategy that is based on pop-up store (and a corner at Colette).

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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