Lifestyle

J.M. Weston : opening of an ephemeral boutique on the Champs Elysées

J.M. Weston : opening of an ephemeral boutique on the Champs Elysées

Until the end of December, the legendary Champs-Elysées Avenue will feature the high-end moccasin collections of J.M. Weston in a 1,000 m² ephemeral boutique.

It’s in a movie house complex, well-known by cinema buffs, that the famous shoemaker J.M. Weston has set up its pop-up store until the 31st of December. Customized for the occasion by Loci Anima, who conceived this unique ephemeral boutique, clients can immerse themselves in the magic of the Gaumont Ambassade cinema house, before it moves into a new chapter of its Parisian history.

An ephemeral J.M. Weston boutique on the Champs Elysée

One enters into a universe offering a very unusual experience orchestrated by the encounter of two leading French houses. This moment of unique shopping reveals the links between the values of J.M. Weston and Gaumont. Both houses appeared at the dawn of the 19th century and are true pioneers of French excellence, for a « mix and match » between the silver screen and cult know-how.

J.M. Weston salle Gaumont Champs-Elysées
In the main room, the moccasins are lined up as though on a parade­-shined and buffed by professionals. © DR
J.M. Weston présentoirs Champs-elysées
The deluxe display-stands are precious settings for the new collections of house shoes. © DR

The red Gaumont moccasin as guest star

Creativity and elegance are the master words of a venue that is presented like a scenography, alternating between movement and a single frame shot. The largest room was transformed into a sitting room with 160 models on exhibition and five « flight cases » featuring accessories such as leather goods, belts, socks and shoe polishes. Under the spotlight, the Gaumont red moccasin is prepared in keeping with a legendary ceremonial at J.M. Weston. A collector series that shoe fetishes would never miss…

J.M. Weston salon d'essayage Champs-elysées
The low-key fitting room features all the J.M. Weston models and accessories J. © DR

J.M. Weston slips into a cinema decor