Celio Pop-Up Tests Retail-Focused Holiday Event in Le Faou
Le Faou, France - The coastal town of Le Faou is serving as an unconventional testing ground for a new retail-driven holiday experience, spearheaded by clothing brand Celio. The pop-up event,launched Friday,eschews traditional Christmas market hallmarks for a brand-centric activation featuring games,influencer appearances,and a large-scale pastry installation. While drawing crowds, the event has sparked debate among residents regarding it’s impact on local artisans and the evolving nature of seasonal celebrations.
The Celio-branded event, running through the weekend, offers attendees a chance to win prizes-including extra tokens for signing up for the company’s newsletter-through games like “Poker Jean,” a branded pull-tab machine, and a custom roulette wheel. A ski simulator has also proven popular, attracting teenagers like Louise and Nao, who plan to return Sunday to see TikTok influencer Nico-là, who boasts over one million followers. Comedian Marie made a surprise appearance Saturday, with DJs Trinix scheduled to perform later in the day.
Angélique Delort, representing Celio, explained the newsletter incentive: “If they accept to receive our newsletter, it’s two jetons [tokens] in addition.” The event’s unconventional format has drawn mixed reactions from locals.
“It’s playful, it energizes the village, even if I was expecting a Christmas market.It’s very Celio, actually. They could have invited some local artisans,” commented Vincent, a Le Faou resident. Others, like Carine from laz, expressed delight, notably at the opportunity to see pastry chef Nina Métayer construct a nearly two-meter-tall cake comprised of 300 miniature pastries. Métayer, recently recognized for breaking barriers in her field, drew a crowd as she began building the impressive dessert.
The event’s focus on commerce rather than traditional crafts has prompted some to favor alternative local markets. Vincent specifically highlighted the upcoming artisanal market in Diwan, scheduled for December 6th, as a preferred option. The Celio event represents a shift toward brand-led experiences during the holiday season, raising questions about the balance between commercial activation and community-focused traditions in towns like Le Faou.