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Emma RUFFENACH Translated by
Nicola Mira Published
March 2, 2025
The Kooples has transformed its Parisian flagship at 93 avenue des Champs-Elysées, opened last October, into a retro funfair arcade to accompany the release of its new collection called ‘What Is?’, featuring sweatshirts, t-shirts and hats in a vibrant palette of colours, from orange to aniseed green.
The rock-inspired French label - part of the MF Brands group which also owns Lacoste, Gant and Aigle - is reinventing itself under the aegis of managing director Marie Schott and creative director Capucine Safyurtlu, after releasing the ‘FuckKooples’ ad campaign, a healthy dose of irreverence marking a cathartic return to the label’s roots.
Tattoos and crane claw machine
After offering tattoo sessions in a pop-up studio in February, the French label founded in 2008 continues down the retailtainment road, staging a fun, engaging initiative to boost footfall at its Champs-Elysées store.
The store’s event area has been transformed into a funfair arcade, where customers can attempt to win prizes by trying their hand at a crane claw machine. The event area is also showcasing items from The Kooples’s new collection, available for advance sale since February 10, ahead of the official launch on the label’s e-shop in March.
A few lucky customers will be able to win shopping vouchers worth €500, €1,000 and €5,000, as well as “a year’s worth of The Kooples looks, a total look and personal shopping sessions,” said the label. The game can be played for free (with no obligation to buy) by adults aged 16-plus.
The Kooples is tapping its 300-square-metre Champs-Elysées store to explore a variety of retailtainment options, focusing on events to attract and amuse French and international consumers strolling along the renowned Parisian avenue.
In the store’s inner areas, The Kooples is exhibiting works and installations by emerging contemporary artists alongside its black and white items sporting a mega version of the logo.