Mackage launches Paris Fashion Week Pop-up ahead of flagship opening – WWD

Mackage launches Paris Fashion Week Pop-up ahead of flagship opening – WWD

Mackage, the Montreal-based luxury lifestyle brand, is launching a pop-up store during Paris Fashion Week as it prepares to open its first flagship store in the French capital. The temporary space, designed by Crosby Studios, will be open from 26 to 28 September at 5, Cité Dupetit-Thouars in the Marais district.

The walls will be clad in a silver foil pattern inspired by the brand’s signature metallic down puffs to create an immersive, tactile experience that expresses the weightlessness of the jackets. The space will include a bed, designed to symbolize the comfort, durability and warmth of the Canadian brand’s designs.

“We basically wanted to create this space that looks digital,” said Mackage co-founder and creative director Eran Elfassy, ​​saying he liked Crosby Studios founder Harry Nuriev’s way of recontextualizing ordinary elements through strong colors and streamlined design. “We liked his simple yet dramatic approach.”

A rendering of the Mackage pop-up design by Crosby Studios.

Courtesy of Mackage

Tanya Golesic, CEO of Mackage, said Crosby Studios captured the sensuality of puffers. “In the US, instead of calling it a pop-up, we call it a puff-up,” she said. “It’s really about the form and how soft and how dramatic the space is, to really use that DNA in a design world.”

The pop-up is a prelude to the November opening of a permanent store located at 418 Rue Saint-Honoré, a stone’s throw from fellow outerwear specialist Canada Goose, and across the street from Michael Kors. “Of course, Saint-Honoré is synonymous with luxury, so we’re in a wonderful neighborhood with world-class luxury brands,” Golesic said.

Designed by Toronto-based commercial interior design firm Burdifilek, the flagship will feature a tonal palette of industrial materials. “We’ve worked with them to do something in the design that we thought would really complement the coats, something that’s also kind of neutral and not too busy, so the coats are pretty much what shines in it,” Elfassy said.

Mackage is enjoying strong momentum in France, where it is available at 85 points of sale, including Galeries Lafayette and Printemps department stores, Golesic said. “France is one of our leading countries in terms of volume in Europe,” she said.

“Ski is also quite a big part of our business in France. We’ve also partnered with two of our wholesale accounts and we’re going to be doing ski pop-ups this winter in Courchevel and Megève, so we’re continuing to emphasize the luxury and the destination part of our brand, because our customers travel,” added.

The brand, which has more than 500 distribution locations worldwide, including 19 standalone stores, is seeing strong growth so far this year, although Golesic declined to confirm an earlier target of 40 percent sales growth in 2022.

– We are very satisfied with our performance. We are seeing double-digit sales growth year-on-year, as well as expansion into other countries such as Korea, she said.

Mackage has seen growth in China and Japan, and is surfing strong demand in the US to open more locations, including a planned store in Manhasset, New York, in October. It also plans to upgrade its London store to a larger flagship, due to open next year.

While the company is working toward B Corp certification, it has yet to integrate sustainability into its store design.

“There are so many different boxes that you have to tick in terms of regulations that we still have to achieve, so we’re not there from a retail standpoint yet, but we’re hoping to announce in the next 12 to 24 months, a pretty comprehensive plan around that particular area,” Golesic said.

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