La Défense will host what’s being called continental Europe’s first pop-up mall. Designed and developed by Cédric Ernout and AVEC Investissement, Paris Upstores will appear on the famous location for six weeks between June 1 and July 14 2013. The pop up mall will benefit from its location in Europe’s largest business district during a period with strong sales, potential thanks to various trade shows and summer sales taking place.
The new format is intended to allow French and international brands to create a unique atmosphere for consumers with an appetite for novel concepts, writes Cushman & Wakefield in a press release. The new fashion center will house 700 sqm of open air shops divided into 40 to 100 sqm retail pods. Cushman & Wakefield is handling the leasing of the pop up mall, which should re-open every summer at the same location.
