Field Notes from Paris's Retail Scene
Field Notes from Paris's Retail Scene
I had 24 hours in Paris to window shop.
Welcome to Commerce Thinking, an ongoing content series where we tell stories about the world's fastest-growing brands and those shaping the new luxury market.
ICYMI
Field Notes is a content series where we explore the luxury retail landscape in cities worldwide. They’re meant to be anecdotal; we’re sharing and observing what we see.
The idea is that we’ll take a neighbourhood or city with a strong luxury retail presence and dissect what we like about the retail establishments there.
PS — here’s the first one we did in London last month.
Got an idea? Let us know where we should visit next!
Hey everyone! Luke here from the Commerce Thinking team. I’m back with another episode of Field Notes, and this time, we’re in Paris.
I had about 24 hours (which is obviously more than enough time to explore, considering I only had 2 hours for London last time), and I have to say: I felt energised from this trip. I walked away with a burst of creative energy, which means we are due for a part 2.
But for starters, here’s what we got…
KITH
Field notes:
Touring KITH is the best store experience I’ve ever had, which is saying a lot.
You step into a grand entrance—what used to be the Pershing Hall Hotel, and before that was the Parisian outpost for the American Legion. You’re quickly greeted with plush marble, $50,000 vintage timepieces, modern art, and an assortment of luxury streetwear brands on multiple floors.
The entire space is so well designed, the attention to detail is on another level, and it just exudes luxury.
It’s the kind of space where you’re intuitively compelled to explore and get lost.
Jacquemus
Field notes:
Further along Avenue Montaigne—and down the street from KITH—is Jacquemus. It’s currently wedged between Gucci and another building under renovation, but the space is simply beautiful. It’s perfectly lit with a blend of hard and soft furnishings.
If you walk up around 10am, you’ll notice a queue already, which speaks to the sheer pull this young brand has with its consumers.
Jacquemus understands how to create a memorable in-store experience, a reflection of their brand campaigns (which are plush with a proper dose of playfulness, creativity, and color).
Something I appreciated about their boutique is that you have space, complimented by a team of pleasantly helpful (but never overbearing) store staff.
The space oozes elegance, and you’ll probably feel compelled to try something on.
Merci
Field notes:
Merci… what a well-curated retail space. But I have to say—the walk-up to its front door is even better. Basically, you’re walking, and you’ll hang a right down into a private courtyard, where you’ll see an old Fiat 500 humbly parked out front amidst set greenery.
Inside, the ground floor is dedicated largely to apparel and accessories, with men’s on the left and womenswear spanning the large ground floor space.
I was amazed by the sheer size of the space; covered by a glass roof overtop. The constant natural light pouring gives good vibes.
This place is no secret either. There’s constant bustle and noise. The store's dressing is intentional with a vintage tilt in a contemporary renovation… a contrast that works.
Like KITH, it’s built to be a multi-dimensional experience, where you buy clothes, shop for the home, grab a coffee, and have a meal.
The point is to stay for a while.
The Frankie Shop
Field notes:
Just around the corner from Merci is The Frankie Shop. Split between two properties that face one another from opposite sides of the street, both boutiques are beautifully dressed.
The contrast of wood, marble, and plastics is tasteful and intriguing, and the way they showcase products is strong.
You see how they emphasise colour palettes in the product, and the staff are both knowledgable and attentive.
When I was there, the FW23 collection was out in full force, and the shop was buzzing with customers trying things on and exploring new pieces. Quite impressive.
I’d imagine the brand is looking for a bigger space to combine the stores, but the separation is quaint, and (personally) I dig it.
The Broken Arm
The Broken Arm, an absolute Parisian staple. This cool, chic boutique is situated in the Marais District with the shop in a former warehouse; the vibes are laid-back, and you feel relaxed from the bustle of the ground floor foot traffic.
Inside, you step into the ground floor which is filled with more understated, but it still has a wide selection of stylish and wearable clothing.
You’ll find everything from Stone Island, L’Art de Automobiles, and Salomon to Prada, Rick Owens, and Commes des Garçons. Head to the basement where you'll find the most eye-catching pieces.
The store is beautifully decorated, with wooden and metal furnishings. The window dressing is minimal, but it's effective.
To round out the space, they, too have a hole-in-the-wall café, which was one of my favorite spots to relax from the walking.
Nike House of Innovation
Field notes:
This was a retail experience unlike any other.
From the moment you arrive, you're greeted by trip-hop music and stunning visual displays. The store is designed to pull you in and keep you moving, with careful strip lighting and installations that create a sense of flow.
One of the most impressive things about Nike's House of Innovation is its use of digital media and graphics. The store is constantly evolving, with new and innovative ways to showcase Nike's latest products.
For example, on the ground floor, you'll find a mechanical display that slowly moves a dozen items of clothing on a figure-of-eight route set on the ceiling.
As you venture upstairs, you'll find even more diversity in experience, including a pregnant manikin, something I've never seen before in a sports store.
And down in the basement shoe room, you’re greeted by brilliant lighting and explosion of brightness; it’s a must-see.
And don't miss the basement staircase! The floor's visual display is genuinely impressive.
Celine
Field notes:
This might be an incomplete review, but there was work taking place on the store’s facade. And maybe it’s me being uncouth, but either the staff were super attentive or I looked dodgy… either way, I was followed throughout the store, which made me more uncomfortable. I found it overbearing and unnecessary.
It would be so much better if stores like this asked your preference on the way in.
To the product—this was a men’s focused store with a brilliant glass case of carefully paired accessories. The ready-to-wear products upstairs were elegant and relaxing.
The use of mirrored gave depth to the store and made good use of the walls