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Mar 22, 2023

AZ Factory opens pop

After a trial run last year, AZ Factory is at it again. The luxury house

After a trial run last year, AZ Factory is at it again. The luxury house launched under the aegis of designer Alber Elbaz and Swiss luxury group Richemont at the end of 2020 in an exclusively digital approach. This summer, it will unveil its collections and multiple collaborations to the public in a physical retail format with its second pop-up store in Paris. Located in the Marais district, the pop-up will open its doors from June 26 to July 6. The idea is to offer an immersive experience recreating the atmosphere of the eclectic boutiques of yesteryear, with the ambition of duplicating the concept internationally.

The store will be located at 23, rue du Pont-aux-choux, in a space called Heureux les curieux, which covers almost 200 square metres. As with last year's showcase of Thebe Magugu, Ester Manas and Cyril Bourez, this year will include a selection of products designed by new collaborators. Starting with Lutz Huelle, who has designed AZ Factory's Spring/Summer 2023 collection, which will be on sale in the store. Huelle also designed the pre-collection for spring 2024, which will be presented exclusively to retailers in a showroom area not accessible to the public. The boutique will also feature the creations of two other AZ Factory 'Amigos' - the name given by the label to the designers and young talent it invites to participate in its collections every season since the death of Alber Elbaz in April 2021. These include French designer Tennessy Thoreson, who graduated at the end of 2021 from the Geneva University of Art and Design (HEAD), and the DJ collective Club Domani, which hosts the evenings of the famous Milanese nightclub Plastic. For a year now, Club Domani has been curating the brand's music for its website and events. It has also designed a series of clubbing T-shirts for the label.

This will be an opportunity to discover the studio's work. The latter has designed a collection dedicated to loungewear, comprising clothing, accessories and cushions. "This is our first foray into the world of interior design with a lifestyle offering," says Mauro Grimaldi, strategic advisor to Philippe Fortunato, the CEO of Richemont's fashion and accessories division, which is in charge of AZ Factory. The "Palazzo Pyjama Story" capsule was created with the help of photographer Maripol, who designed the posters and videos, and Anglo-Philippine artist CJ Pidlaoan, who specialises in graffiti-style textile prints. Pidlaoan will be present at the pop-up to personalise bags and T-shirts.

"The pop-up store has been designed in a cheerful and cheeky summer spirit, with a range of products designed for holidaymakers. We asked our Amigos to design T-shirts, which will be sold for 99 euros. The line has been christened Ninety Nine," explains the manager, continuing: "Last year, our space was too big. As a result, we invited friends and brands that we love, without necessarily having collaborated with them. This year, we're doing it again."The pop-up will feature Iconofly perfumes by Olivia Bransbourg, stools and decorative objects by Milanese architect Ferrillo Belli, no-gender streetwear by Saudi Arabian inclusive brand Uscita, founded by Turki Alassaf & Faisal, swimwear by Portuguese label Medina de Lou Medina, accessories by Souvenir Stand designed by Nataša Čagalj and recycled trainers by Dutch designer Peterson Stoop, who will be unveiling his collaboration with AZ Factory.The Parisian house will also be selling bags made by Bas Timmer, with whom it has long collaborated to support the Dutch designer's ShelterSuit Foundation, which makes and distributes sleeping bag suits for the homeless.

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