Rabanne launches immersive pop-up in Paris

To coincide with Paris Fashion Week, Rabanne is opening a pop-up from September 27 to 29 to celebrate the release of two new fragrances, "Million Gold" and "Million Gold For Her." The temporary space, located opposite Printemps Haussmann, will offer an immersive, social media-friendly experience designed to engage visitors with the brand.

Golden experience at the pop-up

The "Million Gold" pop-up will feature a stunning "Golden Catwalk," mirroring the opulent imagery of Rabanne’s campaign. Visitors will first encounter the "XL Link," a large-scale version of the iconic chain design featured on the perfume bottles. This space will also offer an olfactory journey, allowing guests to explore the woody notes of "Million Gold" and the floral essence of "Million Gold For Her," Rabanne’s first major floral fragrance.

Interactive beauty and social media focus

In addition to discovering the fragrances, visitors will be invited backstage for a gold-inspired beauty makeover. They will then walk down the golden runway, with cameras capturing their runway moment in a video format designed for easy sharing on social media.

While general entry requires advance registration, September 26 is exclusively reserved for TikTok content creators, ensuring that Rabanne's pop-up garners significant digital exposure.

Rabanne’s strategy aligns with other luxury brands using pop-up events to engage customers. For instance, Nars recently hosted a pop-up at the Hôtel d'Évreux to celebrate its 30th anniversary and launch a new lipstick collection.