An Australian fashion brand in Paris? That’s an ultimate challenge. Amplify Paris is helping Australian ready-to-wear brand, Zimmermann, to continue to conquer the epicentre of the fashion world with an immersive brand space at Bon Marché in Paris, designed by Amplify Paris.

The unique ‘residence’, that launched at the end of April and extends until the end of August 2024, offers an exclusive summer experience to its visitors on the second floor of the famous department store.

The 300-square-metre installation, desinged by Amplify Paris, transforms the space into a beach club that transports visitors into the world of Zimmermann, known for its relaxed and elegant aesthetic, through a decor that evokes an idyllic coastal landscape.

The interior design includes elements of lush vegetation, a sound carpet mimicking the gentle sound of waves, and a palette of natural colours with raw textures reminiscent of coastal features. A photo booth to capture moments in a virtual beach setting enhances the experience, plunging customers into Zimmermann’s carefree and optimistic aesthetic. And visitors can also explore and purchase Zimmermann’s Spring-Summer 2024 ready-to-wear collection.

Nico Daude, managing director, Amplify Paris, commented, “We were thrilled to go on this journey of collaboration with luxury fashion brand Zimmermann and we are really proud of the final output. We captured the essence of the brand and its Australian heritage, delivering a large-scale innovative design brand space that blurs the lines between retail and brand experience. This disruptive experiential space at Le Bon Marché offers customers a unique shopping experience that is both immersive and memorable.”

[Photography: Benoit Florençon]