Montreal-based luxury lifestyle brand Mackage is launching a pop-up store during Paris Fashion Week as it prepares to open its first flagship store in the French capital. The temporary space, designed by Crosby Studios, will be open from September 26 to 28 at 5, Cité Dupetit-Thouars in the Marais district.
The walls will be clad in a silver foil pattern inspired by the brand’s signature metallic down jacket 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 brand’s designs.
“We basically wanted to create this digital-looking room,” said Mackage co-founder and creative director Eran Elfassy, saying he liked Crosby Studios founder Harry Nuriev’s way of recontextualizing ordinary elements through color. intense and an aerodynamic design. “We liked his simple, yet dramatic approach.”
Tanya Golesic, CEO of Mackage, said Crosby Studios captured the sexiness 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 and how soft and dramatic the space is, really using that DNA in a design world.”
The pop-up is a prelude to the November opening of a permanent boutique located at 418 Rue Saint-Honoré, a stone’s throw from outerwear specialist Canada Goose and across the street from Michael Kors. “Saint-Honoré is obviously synonymous with luxury, so we’re in an amazing neighborhood with world-class luxury brands,” Golesic said.
Designed by Toronto-based commercial interior design firm Burdifilek, the flagship will feature a tonal palette paired with industrial materials. “We’ve worked with them to do something in the design that we thought would really complement the coats, something that’s at the same time a bit neutral and not too busy, so the coats are more or less what shines on them.” Elfassy said.
Mackage is enjoying strong momentum in France, where it is available at 85 outlets, including department stores Galeries Lafayette and Printemps, Golesic said. “France is one of our leading countries in terms of volume in Europe,” he said.
“Skiing also represents a fairly large percentage of our business in France. We have also partnered with two of our wholesale accounts, and this winter we will be doing ski pop-ups in Courchevel and Megève, so we will continue to underscore the luxury and destination part of our brand, because our customers travel,” he said. additional.
The brand, which has more than 500 distribution points worldwide, including 19 independent stores, is seeing strong growth so far this year, although Golesic declined to confirm an earlier target of 40 percent sales growth. cent in 2022.
“We are very happy with our performance. We are seeing double-digit sales increases year over year, in addition to expansion to other countries like Korea,” he said.
Mackage has seen growth in China and Japan, and is navigating strong demand in the US to open additional locations, including a planned store in Manhasset, New York, in October. It also plans to upgrade its London store to a larger flagship, due to open next year.
While the company is working toward B Corp certification, it has yet to integrate sustainability into its store design.
“There are so many different boxes that you need to check in terms of regulations, and that we still need to achieve, so we’re not quite there yet from a store standpoint, but we hope to announce, in the next 12 to 24 months, a pretty big plan. around that exact area,” Golesic said.