When it comes to pop-ups, Jacquemus knows what they are doing. Making a move to Seoul, South Korea, the brand debuted its Café Fleurs pop-up concept in the city’s Seongsu-dong district.
The latest opening from designer Simon Porte Jacquemus sees a fluffy facade encapsulating a 2,000-square-foot space to celebrate the brand’s puff-flapped Bambimou bag. Inside the space, the brand hosts a café serving eight special drinks on the menu, while also doubling as a flower shop featuring white Lisianthus bouquets. The experience comes alongside Jacquemus’ Fall 2023 “Le Chouchou” collection where Gigi Hadid, longtime friend of the designer and the house, starred in the heavily cherry featured ad campaign.
The collection originally debuted in June at Versailles where guests had to take a boat to their seats. The collection saw models walk a cherry-red carpet and wear puffballs and lingeries lip dresses, frothy skirts and royal references from Marie Antoinette to Princess Diana. This is not the first time Jacquemus opened a flower shop, debuting initially in Paris in 2021. Recently, the designer launched a 232-page book titled “Le Chouchou,” documenting the collection. The Seoul pop-up will run until October 29.
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