From May 19th until June 7th, Electric settles into Citadium, one of the biggest streetwear and lifestyle stores in Paris. For this occasion, the European team has created a pop-up store that looks like a garage where you could get your moto fixed while getting a fresh haircut. Obviously, you can discover all the products of the Californian brand: the sunglasses (with polarized and melanin lenses), the watches (I introduced you in this post some months ago), and the accessories (caps and backpacks).
In order to stick in people’s minds, Electric has planned several activities and parties during the 3 weeks.
During the first week, the British barbers from Aono offered free haircuts to the people -essentially men- who had enough time to wait several hours. According to Pierre, marketing & retail coordinator at Electric Europe, it was a huge success and both the barbers and the customers were satisfied.
Last Thursday evening, the French skater and Electric team rider Sam Partaix displayed some of his photos in the pop-store, while So Me and DVNO aka Manigance played some hip hop tracks. You can see some photos of this party on the Electric Europe Facebook page.
On May 29th, from 6pm until 9pm, the photographer Dominic Haydn Rawle will display some of his artworks, while The Dirty Socks will play some music. And if you feel like partying, follow the team to the Chacha Club.
For the last week, Electric organizes a private party with two of their ambassadors: the pro snowboarder and rapper Andrew Reynolds aka Trouble Andrew, and the French musician/DJ Anoraak. You can win an invitation to the party on some blogs -including Cyclonesmag.
If you are in Paris, you can also post on Instagram a photo of the pop-up store which represents the authenticity, the heritage, and the California. Don’t forget to mention @electriceurope and to use the hashtag #electricxcitadium, otherwise you won’t get a chance to be picked up.
Photo credits: Electric Europe, Doug Guillot