Sunday, March 18, 2012

Colette Carnaval

You know a store’s reached cult status when they take over a city to celebrate their birthday. Paris’ Colette celebrated 15 last weekend and hosted a huge carnival in the city’s Tuileries Gardens to blow out the candles.


A 4,000sqm tent was erected and packed with stands from over 100 different brands, friends and partners of Colette, representing a mix of fashion, cosmetics, street culture, music and food.

It was a showcase of the collaborations that are a trademark of the store -  a basketball court by Nike, cooking lessons with La Mere de Famille making blueberry marshmellows, and toy duck shooting with Carhartt. Everything from screen printed tees to tattoos and piercings were available for purchase. There was even a kissing booth. A family affair, there was just as much to entertain the munchkins – ballet classes run by Repetto, arm wrestling, sack races, video games, bowling and a photo session with Barbie. Brands like Melissa, Carven, Eastpak, Comme Des Garcons and Ed Banger Records entertained the crowds. A huge 20,000 people packed the park over the two days to join in the festivities.

At it’s core Colette is a concept store. In the words of fashion maestro JC De Castelbajac, when it set up shop in the late ‘90s  it was a visionary spirit – open minded at a time when France was not (under Chirac’s rule unpopular neo-liberal economic austerity measures were introduced, workers strikes were rampant and there was a push for resumption of nuclear testing at Mururoa Atoll). Colette evoked “a curiosity and acuteness to discover new talents and reveal them.” Their story and this event demonstrates a keenness to get people actively participating with their brand, and creates much more loyalty than simply celebrating with yet another sale.

Bon anniversaire Colette!!

Photos from WWD / Courtesy Photos / PSFK / Another Mag

No comments:

Post a Comment