Teaming up with its American retailer, department store Neiman Marcus, Jacquemus has created a fully-operational bowling alley in its NorthPark store in Dallas.
The idea is to help spotlight the brand’s Le Petit Turismo bowling bag, and visitors can play a game or two while browsing.
This type of “retail-tainment” is on the rise as brands seek to bring customers through the doors, as many now prefer to shop online. It’s also a creative way to tie interior decor into the shopping experience, and the alley is themed in pastel yellow and pink, to match the colour of the new-season handbags.
Every detail has been considered. Even the bowling balls, made out of standard materials, bear the Jacquemus insignia.
Founded by designer Simon Porte Jacquemus in 2009, the fashion label is known for its modern French aesthetic, minimalist yet playful designs, and creativity in engaging fans with viral moments.
In particular, its fashion shows have provided many memorable, almost cinematic, moments. Past locations have included models wandering through dense lavender fields in Provence, France, wheat fields near Paris, salt marshes in the south of France and within the grounds of the Palace of Versailles.
The brand is also expanding into new areas, recently announcing a deal with the luxury arm of French beauty giant L’Oréal for the development of perfume and other beauty products.
