Rains, amid autumn rain, opens in atrium of Galeries Lafayette Haussmann

Oct 14, 2024

As the autumn season unfolds, bringing with it less favorable weather, Rains is strengthening its distribution in Paris. The Danish label, known for its distinctive outerwear, has set up an event-driven pop-up in the atrium of the men's building at Galeries Lafayette Haussmann in Paris for a few days. The space features very raw geometric lines and an industrial aesthetic.

This thirty-square-meter sales space, which will remain open until October 14, is presented in a palette of greys and is traversed by a digital rain curtain, enhancing the high ceiling. This is a nod to the element that gives Rains garments their key purpose - they designed to withstand the weather.From underlayers to large parkas, the offering is unisex and exclusively presents at Galeries Lafayette the Askim coat model in an unprecedented shade, khaki. The Scandinavian brand's universe is also reflected in several displays within the store, where it has brought along robots and... water.

"Galeries Lafayette Paris Haussmann is one of our most successful commercial partnerships, and we hope to continue developing it in the years to come," stated Steen Borgholm, the manager of Rains.Created in 2012 by Daniel Brix Hesselager and Philip Lotko, the company already has three branded stores in the French capital. It is pursuing an "aggressive expansion strategy in Europe," with the recent opening of its first Italian store in Milan and a collaboration with the renowned Italian multi-brand store 10 Corso Como.

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