Fashion Fridays: Aigle Opens First Pop-Up Shop

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Footwear Webdesk
Fashion Fridays
April 15, 2011

Aigle Pops with Color
Hong Kong’s luxury IFC mall got a little brighter this month when Aigle opened its first-ever pop-up store showcasing its luxury line of rubber rain boots. Located inside Hong Kong’s tallest office building and near the city’s express train to the airport, the store will tempt tenants and travelers until the end of June.

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The concept for the space was derived from the French-owned brand’s global collaborative exhibition: “Aigle: Savoir Faire, Savoir Vivre” world tour. The exhibit, which debuted in Paris’ Merci concept store last October and recently traveled to the lifestyle retailer, Francis Ferent, in Brussels, is based on the brand’s 158-year heritage of renowned craftsmanship. Similarly, the pop-up shop features a photo wall by famous French fashion photographer Vincent Leroux chronicling Aigle’s handcrafted manufacturing process, a boots table showcasing past and present molds, and a selection of styles, sizes and colors from its Spring/Summer ’11 collection.

U.S. distributor, Olivier Martin, says the shop’s contrast of old and new brings Aigle’s heritage to life—a strategy that is key for the Asia market. “This market appreciates European companies with tradition and heritage. We set a standard of quality,” he explains.

The temporary space isn’t the brand’s first step into the Hong Kong market; Aigle opened a store in 1997. Since then, Martin says the brand has become a leader in that market’s rubber boot category. And even though currently it’s not Hong Kong’s rainy season, Martin reports customers are pouring in to buy. “We’re getting fantastic feedback,” he says. “The pop-up shop is our way to keep the conversation going.” —Angela Velasquez