We admit it to you, at the start, we were fooled. Seeing the images of the new Jacquemus pop up store, it was almost too easy to see in this crazy new project a new disproportionate projection like the one that took place in Paris a few weeks ago. In the streets of the French capital the legendary bags of the southern designer paraded on wheels, but all this was just a computer-generated fantasy. In Seoul, however, Simon Porte Jacquemus went from virtual to real. In the Seongdong-gu district of the capital of South Korea, the brand’s new emblematic bag, the Bambimou, is available in an XXL version welcoming a boutique and Café Fleurs. A disproportionate concept which reminds everyone that Jacquemus remains the king of marketing. Discovery of a decidedly extraordinary architecture.

At first glance, the new Jacquemus pop up store evokes an image in augmented reality. And yet, this pop-up store set up in Seoul last October is very real. After rolling the giant Bambino bags through the streets of Paris, then having them take a bath in the bay of Ville-Franche-sur-Mer, the French brand Jacquemus established itself as an expert in marketing appealing to augmented reality. A success which pushes the man whom some nickname the Sun Prince to take the plunge, to leave the screen. Behind the Seoul pop-up, a simpler idea: moving from artificial reality to reality. In this ephemeral place Simon Porte Jacquemus and his teams take up the concept implemented for some time in the Parisian department store, Galeries Lafayette: Café Fleurs. Unsurprisingly, the concept hits the mark, attracting both curious people and influencers in abundance, coming to buy a bouquet, drink a coffee, sometimes to be tempted by an accessory from the brand, in this immaculately designed space. In Seoul, the clean and polished identity, minimalist but nevertheless sunny, is found in the boutique with its more than original architecture. Its shape ? The latest addition to the brand, the Bambimou, presented during the last Parisian Jacquemus fashion show at the Château de Versailles. A new darling of the networks and the street, the handbag which has become emblematic in the space of a few hours is deployed in the streets of Seoul in an oversized format. From the street, it is an immaculate bag reproduced in every detail of the original Bambimou leather goods. Each characteristic is respected, the material reproducing the soft appearance of the fabric, the seams reproduced to the letter, the proportions suddenly plunging us into the world of Alice in Wonderland.

Inside we are then transported into the bowels of the accessory. As on the outside, white dominates here in a most minimalist design only embellished with a bar with a geometric curve in front of the shelves on which rest the bouquets of monogrammed lisianthus from Café Fleurs. Color only manifests itself through the accessories, which obviously include the Bambimou bags, this time in full size, available in tones that are sometimes sunny, sometimes pastel. A new successful marketing coup for Jacquemus from which we are now impatiently awaiting new surprises moving from the virtual world to the real world.