Challenge

After securing a spot on Paris’s most sought-after shopping street, the Rue Saint-Honoré, Christian Louboutin was left with a challenge: how to create a fun, impactful and spectacular moment for their customers, which also speaks to the refined expectations of the luxury consumer?

As the store was only intended for 1-2 years, the concept had to reflect its ephemeral nature. It needed to provide elevated storytelling and rich materiality expected by Louboutin consumers but without the constraints of a permanent shopfit—a flagship destination with a pop-up mentality.

Christian Louboutin wasn’t looking for just any agency; they specifically chose StudioXAG for our expertise in creating theatrical, luxurious, yet temporary spaces. With over a decade of collaboration and a deep understanding of Louboutin’s playful, theatrical style, we were uniquely suited to deliver a pop-up experience that maintained the brand’s high standards of craftsmanship.

Solution

Partnering with the Christian Louboutin Architecture team, our design team crafted the concept and identity for the store, designing the full store treatment and the fixtures. We then fabricated each piece in our East London Workshop over eight weeks, from decorative display items to store fixtures.

Drawing inspiration from the rich heritage of the brand and the quick turnaround of the project, with just 6 months to go from idea to installation, we imagined a store celebrating the beauty of a ‘work in progress’, the craftsmen and artisans working on the store have left in a hurry, giving the illusion that the store is in mid-execution! Their abandoned ladders and toolboxes have been hijacked to show the latest collection.

Soaked in rich vermillion, Louboutin’s signature red hue is present throughout all 260 square metres of the store, with arches and hand-painted designs from the designer’s very first boutique in Paris’s Galerie Vero Dodat, as well as meticulously handcrafted animals punctuating the space.

Results

The store was a groundbreaking success, captivating in-store visitors and reaching a global audience in new ways. Instead of a traditional Paris Fashion Week show, the brand used our 3D models to expand into the gaming world of Zepetto, allowing players to explore the collection, attend events, and interact with Christian via an avatar.

The impact of this concept went beyond Paris. Impressed by the store’s success, Christian Louboutin entrusted us with a new challenge: to evolve the concept for a prestigious new location in Milan’s exclusive Montepoleone district.

The Milan store built on the original Paris concept, integrating elements that pay homage to Italian culture, including a VIP salon and a distinctive red coffee cart. This project not only solidified our relationship with Christian Louboutin but also underscored the adaptability and lasting appeal of the design concept, proving its effectiveness across different markets.