Undiz transforms its Opéra flagship in Paris into a beach destination

By

Marion Deslandes

Published
May 30, 2023

Opening in 2019 opposite the Opéra, the Parisian Undiz shop on rue d'Halévy is a trial location. Since May 19, the Etam group's lingerie brand has transformed its shop, which will carry only swimwear with a summery façade, decorated with fuchsia palm trees. The pop-up store features a new concept called 'Bubble', designed to stimulate all the senses.

The design includes "materials with changing colours and reflections reminiscent of a rainbow or soap bubble, bold neon lights and hammered mirrors with luminous, colourful effects and intriguing textures. As well as a unique, tailor-made olfactory signature to add an extra experiential touch," lists Florian Camous, Undiz's merchandising director, in a press release.
 
As for sound, customers can select the music played in the shop during their visit. All that's missing is the gustatory aspect to tick off all five senses.

 
On the shelves are the Undiz men's and women's swimwear collections, as well as, for the first time, a second-hand offer. Upcycled swimwear is also on sale. Last year's summer collection has been transformed by the brand's stylists and items returned in poor condition were sent to Fabbrick, which transforms these used textiles into bricks.
 
The chain, which was launched in 2007 and has sales in the region of 200 million euros, has made a serious commitment to the seaside this year: in addition to this pop-up, last month it launched a vast advertising campaign dedicated to swimwear, using artificial intelligence. Targeting generation Z, Undiz relies on a network of 145 shops in France, 45 in Europe and 55 points of sale abroad.