Previous work.

September had one window: an event held before fashion week that fitted what the brand really needed. Bijorhca Paris, alongside Who’s Next, put ARCELF in front of visitors who care about jewellery and about a certain kind of curation. With Yukari, the founder, we took over the talks with the organiser and the stand, so the brand only had to arrive with its collection.

For the public debut, a table of products was not enough. The aim was a space with a concept, where you understand the brand before you reach the pieces. After several talks with Yukari we proposed Place des Vosges, an address that turns an invitation into an occasion, and a gallery that already had the feeling the brand wanted. We handled the owner, the design, the scenography, the layout and the printed panels.

We brought in a local PR agency, chosen from several proposals as the best fit for the brand. In parallel we worked our own network: the Japanese community in Paris and the micro-influencers who could gather naturally around the brand. The agency, Yukari and our team filled the room with people who belonged in the brand’s world, so that the market’s reaction would be as honest as possible.

We advised the brand throughout the build of its Shopify site, which we did not build ourselves. Before anything crossed a border, we digitised the line sheet, set the international prices, calculated duties and shipping, and moved the brand’s B2B into our own system. At the pop-up, Kapsul Pay let visitors pay by QR code and join the brand’s mailing list in the same gesture.

Everything had to work from day one for Yukari: transport card, local SIM, bank. We filed the ATA carnet so the collection could cross the border and come back. At the trade show we set up the meetings with buyers, press and visitors. At the pop-up we helped build it, stood in the room as French and English support, and took the photographs.