Zimmermann plans four-month: Envision a unique pop-up store. A four-month “residency” at Le Bon Marché is about to begin for the cult Australian label Zimmermann.

Le Bon Marché, the most opulent department store in Paris, will host this one-of-a-kind summer concept from the end of April until the end of August 2024.

Shoppers will be able to immerse themselves in the brand’s ever-vacation mindset at Zimmermann’s second-floor 300-square-meter store. An unique shop concept and state-of-the-art digital sanctuary will be housed in the area.

The interactive environment will feature Zimmermann’s spring/summer 2024 ready-to-wear collection, which includes essential denim ranges, accessories, and the informal Summerland capsule collection, allowing customers to explore the brand’s universe.

As one steps into the pop-up annex, they will be greeted with Zimmermann’s carefree aesthetic—a “beach club” vibe—reflected in the striated metal, organic walls, rough textures, and soft carpets of sand.

The Zimmermann location in Le Bon Marché will be the sole place to purchase Trudon candles and Standard Procedure sunscreen as part of an exclusive partnership.

A picture booth, complete with a beach backdrop, is also available to guests, who may relive the carefree days of Zimmermann’s ads. There will also be the retailer’s personal shopper program available at this location.

In the soon-to-be-announced Zimmermann space, Le Bon Marché will host paid events.

Nicky and Simone Zimmermann, sisters, started selling their designs at Paddington street markets in 1991, when the brand was founded. In the time after, Zimmermann’s runway presentation grew into a major event during Paris Fashion Week. Today, the business is worth more than $1 billion and has 60 boutiques worldwide.