jacquemus cobalt blue pop-up flower shop in paris by paf atelier + yoann et marco

paf atelier and creative agency yoann et marco transformed a corner lot in the heart of the 18th arrondissement in paris into ‘les fleurs’, a pop up flower shop by jacquemus. blossoming buttercup bouquets, created in partnership with french florist les fleurs de paul, are displayed like colored fragments in the store’s wide windows. the cobalt blue façade encloses an unassuming interior that utilizes everyday objects found in flower delivery, including carts, plastic buckets and tarpaulins.images by luc bertrand and ben perrier

for a week earlier in spring, ‘les fleurs’ welcomed visitors, who had the chance to purchase buttercup bouquets from the south of france wrapped in jacquemus fabrics from the brand’s previous collections. the pop-up project, developed by paris studio paf atelier and creative agency yoann et marco, focused on creating ‘a moment of sharing and exchange’ in the heart of the 18th arrondissement. ordinary objects found in flower delivery, such as carts, buckets, tarpaulins and other tools, organize the store’s interior, allowing the colorful floral arrangements to take center stage.

the ephemeral installation took place at a time when coronavirus restrictions have limited the physical ways brands communicate with their audiences. with a very physical product in store – the fresh, blossoming buttercups – the jacquemus flower shop gently infuses its parisian surroundings with the brand’s signature aesthetic in an subtle, unpretentious manner. the cobalt blue pop-up, with a bright yellow sun above it marking the spot, transforms everyday objects into colorful fragments that enliven the streetscape. image via jacquemus

project info:

name: ‘les fleurs’ jacquemus

design: paf atelier

client: yoann et marco and jacquemus

year: 2021

location: paris, france

team: marion betous