When a space transforms: a look back at the NikeSKIMS pop-up at 10 rue de Turenne
In the heart of the Marais, a stone's throw from the Place des Vosges, certain places have this rare ability to completely reinvent themselves. In early February, our gallery in the 10 rue de Turenne gave a spectacular demonstration on the occasion of the very first Nike SKIMS Parisian Pop-Up.
Following Fashion Week Haute Couture, the fashion world crowded through the large carriage gate of this exclusive address in the 4th arrondissement. A major event, marked by the Kim Kardashian's presence, to inaugurate this first Parisian pop-up for the collaboration between Nike and SKIMS, highlighting the venue's ability to host projects with very high international visibility.
Behind this discreet facade, usually bathed in natural light, the space of 525 sq m has been transformed to host an ambitious immersive project, conceived by Harry Nuriev and produced by the Mazarine agency. A strong example of what a place can become when it is conceived of as a true blank slate.
A gallery, a thousand possibilities
Known for its clean aesthetic, generous volumes, and large glass roof, the gallery at 10 rue de Turenne offers an ideal setting for large-scale creative projects: pop-up stores, showrooms, exhibitions, fashion shows, or immersive experiences.
For NikeSKIMS, the space has been completely reimagined.
The original whiteness of the gallery has given way to a Cozy and enveloping ambiance, dominated by chocolate tones. The skylight, usually a source of natural light, was deliberately covered to create a more intimate, almost cinematic atmosphere. In the center, a large, cacao-colored circular sofa structured the layout and invited exploration.
Boutique, branded juice bar, fitness class studio: each zone naturally found its place, demonstrating the total modularity of the venue and its ability to accommodate multiple uses within the same project.
A strategic location in the heart of Paris
Another major asset: its double entry, one on Rue de Turenne, the other directly through the Place des Vosges. A rare configuration, which allows for thinking about fluid visitor paths, differentiated scenographies, or even optimal flow management during high-traffic events.
As part of Fashion Week, this location offered exceptional visibility while maintaining an element of surprise: from the street, nothing suggests the experience that unfolds once you cross the threshold.
A place that serves brands... and agencies
This project perfectly embodies the philosophy of Perfect Place Project to propose spaces that can adapt to a brand’s identity, a production’s technical constraints, and an agency’s creative ambition.
Collaboration with Mazarine, who originated the design and production of this pop-up, illustrates the importance of the dialogue between location and agency. Together, we enabled NikeSKIMS to deploy a coherent, immersive, and memorable experience in the heart of Paris, in a setting capable of hosting both complex installations and international personalities.
Imagine your next projects
The NikeSKIMS pop-up, inaugurated by Kim Kardashian, is just one of many examples of what our gallery of 10 rue de Turenne can accommodate. Thanks to its space, modularity, location, and chameleon-like nature, it is an ideal playground for brands looking for impact and agencies seeking venues capable of supporting strong concepts.