The Experiential In-Store Activation Featuring Schels’ Iconic Animal Photographs Is Developed in Partnership With Opening Ceremony’s Humberto Leon
Tory Burch is celebrating her brand’s 20th anniversary with a striking installation at her Paris boutique on Rue Saint-Honoré, featuring the animal portraits of German photographer Walter Schels. The installation includes large-scale images from Schels, which are also central to Burch’s Resort 2024 collection. These giant portraits adorn both the storefront and the interior of the boutique.
“There is a human element to Walter’s photographs, in the way he looks at the animals and they in turn look back,” said Burch. “He gives animals the same respect as humans, highlighting their unique personalities and emotions.”
This artistic endeavor is part of a collaboration with Humberto Leon, cofounder of Opening Ceremony and former co-creative director at Kenzo. The partnership previously manifested in a pop-up concept store on Melrose Avenue in Los Angeles and at Shanghai’s Kerry Centre.
The exterior of the boutique showcases a repeated motif of Schels’ rabbit portrait, while inside, a cat portrait from Burch’s resort designs is prominently displayed in black and white across the front room and mezzanine walls.
Leon, who started his career in visual merchandising, has contrasted these portraits with an innovative display setting that includes ledges and a beige shag rug resembling a cat tower. Additionally, he commissioned pink ceramic pedestals from Aranza Garcia of Chuch Estudio to display key pieces from the Spring 2024 collection, including a tiered hoop minidress famously worn by Hailey Bieber.
“The pictures are so arresting. They stop you in your tracks, and you question them,” commented Leon. “Tory is a lover of the arts, so I wanted to incorporate that. I wanted it to feel like walking into an exhibition. There are few elements, but they are all strong.”
The store also features a capsule collection of ready-to-wear, shoes, handbags, and accessories printed with Schels’ cat image, available both in-store and through a dedicated e-commerce landing page. The installation will remain in place through September and will be highlighted by a cocktail event on Tuesday evening, hosted by Tina Kunakey and Jenna Bey, coinciding with the opening night of the Paris men’s shows.
