Storefront x L’Appartement by Le Bon Coin: a formula for pop-up shop success

Le Bon Coin launched an original pop-up concept store to display their furniture and home goods in Paris this November in collaboration with Storefront and Label Experience, proving that a strong brand, space, and taste are the holy pop-up store trinity for success.

How to be the best online and offline?

With 6% of sales happening online, the consumer preference for physical retail with personal exchange and communication seems self-evident. But a growing preference for sales online doesn’t necessarily make it easy for young or product-specific brands to enter the market quite like “pure-players” like Le Bon Coin and Amazon, who offer vast product ranges across sectors, and for whom it is not necessary to open permanent shops. But then, how does engage the 87% of people who look for information online before finalizing in-store purchases, and the 65% for whom seeing and touching a product is essential for purchasing, and the 90% who buy in traditional points of sale? The obvious answer? Pop-up stores. This was beautifully exemplified by the Le Bon Coin L’appartement pop-up, which gave a 2D, online brand texture, personality and.. a cause!

Photo: Raphael Morgenstern

Brand + Space + Taste (+ Cause) = successful pop-up store

Le Bon Coin joined hands with Label Expérience, a creative agency specialized designing “unique experiences for attractive brands”, and entrusted Storefront to finding an ideal space for the event.

Photo: Raphael Morgenstern

Positive (Second Hand) Effects

Worried about retail’s impact on the environment, Le Bon Coin launched a study about the “Second Hand Effect“, the positive impact of buying second-hand items. As concern for the environment grows, second hand objects are seen as a deterrent to the detrimental effects of overproduction. In parallel, Label Experience answers the demand of digital brands to create a physical presence using pop-up stores.

Our customers depend on us to move online to offline because they are seeking novelty and building a trendier image.”- Audrey Gentilucci, Label Experience co-founder.

Le Bon Coin and Label Experience joined forces to make a virtual offering a physical reality for customers, to give a tangible identity to this important online ecommerce platform. Label Experience enlisted Storefront‘s help (” a serious startup, which engenders trust, follows-up with customers wonderfully and offers the most practical, complete aid with insurance,” confides Audrey) to find a suitable space. Working with Storefront’s venue selection, Label Experience designed a concept apartment furnished entirely with articles bought on Le Bon Coin, with each room representing a different universe.




From cocktails to small bites, and “Doh It Yourself” workshops for children and adults by Oui Are Makers, all of the pop-up store’s free attractions were a winsome example of the sharing economy. Christine Biais, an influential recruitment director, gave advice and offered “job dating” with the department of Le Bon Coin human resources. Notable fashion and culture blogger Aude Sarkamari‘ had a space-themed dressing room. Most exciting? All decoration could be purchased, but only on the last day of the pop-up!


Photo: Raphael Morgenstern


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