AZ Factory Ephemeral Pop-Up Store Returns to the Capital
Following the success of its first pop-up store, AZ Factory returns to the French capital. This time nestled in the very heart of the Marais district, the ephemeral boutique showcases the brand’s latest collection, which features loungewear ensembles and the striped pyjamas that Alber Elbaz was so fond of. The venue was perfectly staged for the launch thanks to the collaborative work of the brand with several artists and designers and was also the platform to unveil two short films by Maripol that presented the new line. Alongside the studio’s lifestyle collection and all the other guest contributors, the pop-up shelves also feature Lutz’s SS23 ‘AZ Factory with Lutz Huelle: F IS FOR FRIENDSHIP’ collection.
Under the director of Mauro Grimaldi, AZ Factory continues its commitment to the project Amigos, launched last March, by inviting the Amigos of the Maison to collaborate in keeping the festive and colourful spirit of the house alive! This temporary dive into the flashy world of the boutique strengthens the studio’s creative links with Souvenir Stand, Peterson Stoop, Iconofly, Medina, CJ, Uscita and Ferrillo Belli.
AZ Factory is more than just the production of garments, its project goes beyond the rules of conventional fashion. Since 2022, the brand has become a multi-disciplinary platform driven by a curatorial approach dedicated to supporting the work of young talented designers, offering a creative collective. Ester Manas and Thebe Magugu are just a few examples of these collaborations.
Above and beyond his renowned expertise, Alber Elbaz was a cheerful, thoughtful and generous man, who drew inspiration mainly from his close friends and family. Instilling joy was at the heart of his creations, and the house has kept this essence alive. Love brings love! he used to say…
With a focus on the theme of friendship, family and friends of the brand gathered for cocktails at the Marais boutique, where we met Lutz Huelle, Olivia Bransbourg, Eleni Gatsou, Vassilis Karidis, Natasa Cagalj, Duke Depp, Turki Alassaf, Hervé Van der Straeten, Bruno Frisoni, Fleur Copin, Romain Tardy, Ariel Wizman and Anthony Alvarez.
Located at 23 rue du Pont-aux-choux, the pop-up promises to deliver a delightful programme full of creative encounters and discoveries until July 5!
Text: Emma Grossi
Photos: Astrid Staes
