Zimmermann Takes Up Summer Residency at Le Bon Marché

Zimmermann Takes Up Summer Residency at Le Bon Marché

Australian Fashion Brand Transforms Parisian Department Store into a Multi-Sensorial Beach Club Experience

Starting in late April, Australian luxury fashion brand Zimmermann will begin a four-month residency at the renowned Parisian department store, Le Bon Marché. Occupying a 300 square meter area on the second floor, Zimmermann is set to offer a unique summer concept space designed to immerse customers in a transformative experience that blends fashion with an evocative beach club atmosphere.

Zimmermann Takes Up Summer Residency at Le Bon Marché
Zimmermann Sp 24

The residency will feature an expansive ready-to-wear capsule collection and lifestyle souvenirs exclusive to Le Bon Marché. Zimmermann’s Spring Summer 24 RTW, essential Denim and Accessories ranges, and the Summerland capsule—a resort-focused collection—are all part of the curated offerings aimed at the destination-bound shopper.

Upon entering the space through a narrow annexe marked by rippled metal and organic walls, visitors will be transported into a setting that combines physical installations with digital technology, creating an alternative dreamscape inspired by Zimmermann’s eternal holiday mindset. The design draws from the natural textures and aesthetics of the Australian beach, incorporating rock textures, organic shapes, and soft sand carpets to set a serene base palette. Elements like rippled glass, digital water moments, and abstract sculptural plant life enhance the environment, making it a gateway to escapism right in the heart of Paris.

The space also boasts a distinct auditory experience with a soundscape featuring soft waves, fish movements, shell crunches, and distant birds, further deepening the immersive experience.

The exclusive Le Bon Marché capsule offers an array of flattering and flowing outfits perfect for the European summer. The collection includes tiered skirts, breezy sleeves, sweeping hemlines, chic swimsuits, and relaxed tailored sets made from natural fabrics such as linen, cotton organza, and lace. Accessories like pareos, hats, and scarfs feature in muted tropical prints, complementing the overall theme.

Additionally, exclusive collaborations with like-minded brands such as Trudon candles and Standard Procedure SPF products will be available only at the Zimmermann x Le Bon Marché space.

As part of the evolving activation, the space will change throughout the residency, offering three distinct experiences inspired by reflective shores, sunset birds, and underwater immersion, encouraging repeat visits. A photobooth with beach-scene backgrounds and effects similar to Zimmermann’s campaign shoots allows guests to capture their own holiday-inspired moments.

This innovative retail concept aims to surprise and delight customers, providing endless opportunities to explore the world of Zimmermann in a setting that promises a full sensory journey and a break from the urban routine.