SDD24/42_01: As the autumn season ushers in unpredictable weather, Rains, the Danish outerwear brand, is expanding its presence in Paris with an innovative pop-up at Galeries Lafayette Haussmann. Known for its sleek, weather-resistant designs, Rains has created a striking, event-focused space in the atrium of the men's building, designed to captivate shoppers with its raw geometric lines and industrial aesthetic.
Spanning thirty square meters, the pop-up is a visually stunning homage to the elements. A palette of greys dominates the space, while a digital rain curtain cascades from the high ceiling, a symbolic reference to the rain-resistant purpose of the brand's garments. This immersive design draws attention to Rains' core mission: creating stylish, functional outerwear that withstands the elements.
Rains has already established a strong retail presence in Paris with three standalone stores with the pop-up showcasing a curated selection of unisex designs, including the exclusive Askim coat in a unique khaki shade, available only at this location.
Pictures courtesy of Rains / Ophélie Maurus.
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