Mackage will launch the Paris Fashion Week pop-up before the opening of the flagship – WWD

Mackage will launch the Paris Fashion Week pop-up before the opening of the flagship – WWD

Mackage, the Montreal-based luxury lifestyle brand, is launching a pop-up store during Paris Fashion Week as it prepares to open its first flagship in the French capital. The temporary space, designed by Crosby Studios, will be open from 26 to 28 September at 5, Cité Dupetit-Thouars in the Marais district.

The walls will be lined with a silver foil pattern inspired by the brand’s signature metallic quilt to create an immersive tactile experience that evokes the weightlessness of jackets. The space will include a bed, designed to symbolize the comfort, durability and warmth of the Canadian label’s designs.

“We basically wanted to create this room with a digital look,” said Mackage co-founder and creative director Eran Elfassy, ​​saying he liked the way Crosby Studios founder Harry Nuriev recontextualized ordinary elements through color. net and a streamlined design. “We liked his simple but dramatic approach.”

A rendering of Crosby Studios’ Mackage pop-up design.

Courtesy of Mackage

Mackage CEO Tanya Golesic said Crosby Studios captured the sensuality of puffers. “In the US, instead of calling it a pop-up, we call it a puff-up,” she said. “It’s really about the form, how soft and dramatic the space is, really using that DNA in a world of design.”

The pop-up is a prelude to the opening in November of a permanent boutique located at 418 Rue Saint-Honoré, a stone’s throw from fellow outerwear specialist Canada Goose and across the street from Michael Kors. “Obviously, Saint-Honoré is synonymous with luxury, so we’re in a great neighborhood with world-class luxury brands,” said Golesic.

Designed by Toronto-based commercial interior design studio Burdifilek, the flagship will feature a tonal palette highlighted by industrial materials. “We worked with them to make something in the design that we thought would really complement the coats, something that is also at the same time a little neutral and not too busy, so the coats are pretty much what shines in it,” Elfassy said.

Mackage is enjoying strong momentum in France, where it is available in 85 stores, including Galeries Lafayette and Printemps department stores, Golesic said. “France is one of our volume leaders in Europe,” he said.

“Skiing is also a rather large percentage of our business in France. We have also partnered with two of our wholesale customers and this winter we will pop up on skis in Courchevel and Megève, thus continuing to emphasize our brand’s luxury and destination, because our customers travel, “he added. .

The brand, which has more than 500 distribution points around the world, including 19 independent stores, is seeing strong growth this year, although Golesic has declined to confirm a previous sales growth target of 40% in 2022.

“We are very satisfied with our performance. We are seeing double-digit year-over-year sales growth, as well as expansion into other countries like Korea, ”she said.

Mackage experienced growth in China and Japan and is navigating strong demand in the United States to open additional locations, including a planned store in Manhasset, New York, in October. She also plans to upgrade her London store to a larger flagship, which will open next year.

While the company is working towards B Corp certification, it has yet to integrate sustainability into its store design.

“There are so many different boxes that you need to tick in terms of regulations and that we have yet to reach, so we are not there yet from a store point of view, but we hope to announce, in the next 12-24 months, a fairly comprehensive plan around. that exact area, ”Golesic said.

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