Immersive experiences may well be the future of retail, explained director and producer Mathias Chelebourg during a Premiere Classe x LE BOOK conference.
Mathias Chelebourg’s work is grounded in a simple observation: if AI continues the spectacular rise it is said to be making, our need for physical experiences will only increase alongside it.
Audiences, rather than customers, as these experiences will blend sales and entertainment in ways that have never been explored before. A director and producer, Mathias Chelebourg has sensed the shift. In 2018 he founded Atelier Daruma, a studio dedicated to immersive creation that offers 360° solutions, from storytelling and production to scenography and technological execution.
For Chanel, he imagined and staged an event at the Grand Palais Éphémère in Paris. It was dedicated to perfume and blended exhibition spaces with VR experiences, theater and performances. For Hermès, he created a giant escape game in Shanghai. And for Art Basel 2025, he staged an immersive theater experience for Miu Miu, in which a hundred actors strolled the Palais d’Iéna in Paris.
“The store becomes a stage, a theater that tells the story of a brand” he says. As an example, he mentions Gentle Monster, a pioneer of the genre, whose 81 stores each operate as a dynamic stage that constantly transforms, thanks to kinetic installations, VR activations, trompe l’oeil and moving scenography.
And it pays off. When a store offers an immersive experience, both its conversion rate and average basket size increase by 30%. This happens within every field where culture and consumption intersect in an entertaining way, from theater to gastronomy.
According to Mathias Chelebourg, for the transition to be successful, we need to stop opposing physical and digital. With Atelier Daruma, he creates an essential synergy between different disciplines. “Digital works with architecture, architecture works with designers, and so on. This creates cross-disciplinary collaboration.”
And allows every profession involved to evolve at the pace of innovation, so that each can find their place in this new era of retail.
Immersive experiences may well be the future of retail, explained director and producer Mathias Chelebourg during a Premiere Classe x LE BOOK conference.
During a Premiere Classe x LE BOOK conference, stylist and color expert Aurelia Belleti discussed the cultural significance of color, and its influence on our subconscious.
From 18 to 20 January 2025, the Who’s Next trade show at Porte de Versailles (Paris) invites you to experience the warm, bucolic charm of countryside living through a diverse selection of brands—ranging from iconic names to promising new talents with innovative and sustainable concepts.
Fashion, an eternal cycle, is witnessing the resurgence of iconic brands that defined the 2000s alongside new players on the global scene, whose aesthetics reinterpret this pivotal decade in contemporary fashion. For the upcoming edition of Who's Next, taking place from 18 to 20 January 2025 at Porte de Versailles, Paris, we celebrate the return of these legendary labels as part of our exhibition.
As winter sets in, the collections showcased at our upcoming event shine with warm tones and comforting textures.
Our buyer’s department accompanies you throughout your buying journey in search of exceptional new designs for your company. We invite you to discover a selection of style themes deciphered through showcasing brands of this edition of our show.
Our buyer’s department accompanies you throughout your buying journey in search of exceptional new designs for your company. We invite you to discover a selection of style themes deciphered through showcasing brands of this edition of our show.
Our buyer’s department accompanies you throughout your buying journey in search of exceptional new designs for your company. We invite you to discover a selection of style themes deciphered through showcasing brands of this edition of our show.
Our buyer’s department accompanies you throughout your buying journey in search of exceptional new designs for your company. We invite you to discover a selection of style themes deciphered through showcasing brands of this edition of our show.
Our buyer’s department accompanies you throughout your buying journey in search of exceptional new designs for your company. We invite you to discover a selection of style themes deciphered through showcasing brands of this edition of our show.
In anticipation of the upcoming BIJORHCA trade show, held alongside Who's Next from the 8th to the 10th of September at Porte de Versailles, we are delighted to present a selection of new brands you won’t want to miss. A must-attend event for the jewellery industry since 1930, Bijorhca returns this year with a fresh wave of inspiration for jewellery enthusiasts and professionals alike.
Founded in 2021 by Germain Provot Lorenz, Treaptyque is far more than just a showroom—it's a vibrant and unique space dedicated to curating exceptional pieces.
As we prepare to welcome you in September, the IMPACT and NEONYT Paris Forum stands out for its deep commitment to a sustainable future in the creative industries.
The Premiere Classe fair will soon open its doors to unveil an exclusive selection of leather goods brands and bags creators. This prestigious event shall showcase the exceptional craftsmanship and ongoing innovation within the Italian creative landscape.
Villa Beauté’s selection’s getting a fresh look and promises exceptional experiences. Innovative, ethical, and cutting-edge, our leading brands and new arrivals rewrite the rules of wellness and beauty…
Lingerie continually evolves with each season, bringing a new wave of versatility to our wardrobes. Each piece becomes transformable, fostering a blend of style and comfort with multiple functions. Our designers push the boundaries of athleisure and lingerie, crafting modular designs that seamlessly accompany women throughout their daily lives.
On the horizon of the upcoming Who's Next trade show, held from the 8th to the 10th of September, we are delighted to present an exceptional selection of newly entering ready-to-wear brands. These designers, hailing from all corners of the globe, bring a unique and visionary vision to the contemporary creative landscape, blending refined aesthetics with strong sustainable commitments.
Founded in Rimini from the vision of the eponymous young Italian designer, Judy Mazzotti, Judy created her brand with a focus on the future and research and development centred on innovation and sustainability.
As a partner of the Prix de la Création de la Ville de Paris, Premiere Classe is inviting Domestique - Prix Accessoires de Mode, and Clara Daguin - Grand Prix Mode, from 1 to 4 March 2024.
Future Positive by Smiley is back with a space dedicated to its fashion collaborations with brands such as Eastpak, Rainkiss, Jules, Snocks, Saturday Society, Hoptimist and Small World, in the IMPACT area of Who's Next.
Flowers are all the rage. On Premiere Classe, many brands have incorporated daisy prints.
Premiere Classe gathers brands from around the world for four days celebrating creativity. Between accessories, jewelry, bags, leather goods and ready-to-wear, highlighted by the electric atmosphere of the trade show, the featured brands provide us with a glimpse of upcoming trends.
Immersive experiences may well be the future of retail, explained director and producer Mathias Chelebourg during a Premiere Classe x LE BOOK conference.
During a Premiere Classe x LE BOOK conference, stylist and color expert Aurelia Belleti discussed the cultural significance of color, and its influence on our subconscious.
Founder Catalina Maurette had a true crush on Premiere Classe and its eclectic, cosmopolitan selection.
The professional organization BOCI, owner of the Bijorhca brand, and the WSN Group, organizer of the show, announce the renewal of their brand licensing partnership for a fixed term running until September 2031.
Travelling from Shanghai for Paris Fashion Week, Jing Bluche made a stop at Premiere Classe to complete her season’s buying with what she considers to be the number one spot for undiscovered gems.
Ginevra Gozzoli gives her take on what she considers a go-to place for unexpected gems that blend craftsmanship, personality and a strong design sensibility.
In search of a fresh outtake on fashion and new esthetic sensibilities, she chose Premiere Classe to complete her selections for the season.
Known for its modern and refined raffia hats, the Australian brand makes a return to the European market with a focus on craft and authenticity.
We met the Swiss designer on her very first venture into the wholesale circuit.
For Andrina Goussous, stylist for luxury e-shop Ounass, Premiere Classe has everything it takes to charm Middle Eastern customers, increasingly in tune with a Parisian approach to fashion.
Mixing ready-to-wear, accessories, fabrics and jewelry in a single place, a match made in heaven for the founder of this Dutch shop. She told us about her journey from retail to creation.
The BRILLIANT area embodies the very essence of high jewelry and precision watchmaking. Designed as an elegant showcase, this space highlights the prestige, craftsmanship, and the creation, with the support of FRANCECLAT, a committed partner in promoting artistic crafts and creative excellence.
For her first participation at Premiere Classe, Christine Phung introduces a collection that merges architectural precision with fluid motion and all elements of Nature’s energy expression, a balance between structure and radiance expressed by colours and patterns with underlying deep meaningful expressions. With a career spanning prestigious houses like Lemaire, Chloé, and Vanessa Bruno, Phung has refined a pragmatic yet poetic approach to design.
On her first visit to Paris for the Premiere Classe trade show, Pamela Duque — a buyer for the URBN group, which includes Urban Outfitters, Anthropologie, and Nuuly — offered a fresh take on the show’s distinctive positioning. She attended with the aim of curating a selection for Nuuly, URBN’s short-term clothing and accessories rental platform.
For the buyers at Al Tayer, based in Dubai, Premiere Classe is an essential destination for discovering emerging brands and spotting unique pieces that resonate with their luxury-conscious clientele. This year, Anastasia Gurskaya and other members of her team focused on accessories and jewellery, seeking out brands that align with the Middle Eastern market’s appreciation for exclusivity, craftsmanship, and sustainability.
On the second day of the Who’s Next trade show, Véronique Beaumont, General Director of the ESMOD Group, outlined the concept of the persona in the era of Marketing 5.0. Her goal? To help brands and boutique managers understand their target audience during economic tension and societal change.
Less well-known than other craft professions, silversmithing is nonetheless a trade of the future, as Eric Despierre from the house of Christofle reminded us, alongside spokespersons from GRETA.
Many young creatives dream of creating a fashion brand, but the journey is full of challenges. For this edition, Who’s Next asked Konbini to bring together emerging designers to share advice for those looking to start their own brand.
The Boghossian family has been part of the jewelry industry for generations, passing down its expertise. Now, Stéphane Boghossian aims to preserve and redefine this legacy through artificial intelligence.
Will artificial intelligence replace fashion designers? This question keeps coming up in creative industries. Tony Pinville, co-founder of Heuritech and an AI specialist, shares his insights.
On the final day of the Bijorhca trade show, lawyer Pierre Greffe delivered a fascinating and highly practical conference: a legal deep dive that could help many creatives safeguard their products.
How can you create a loyal customer base and boost your sales? According to Sophie Edery, the director and founder of the Bordeaux-based consulting agency BICHE, the answer lies in visual merchandising and its rule of three.
Their mission: to support and promote the emergence of new brands in the French leather industry.
Who’s Next invites you to discover a range of innovative and bespoke business solutions tailored to every sector of the international creative scene. These companies, pioneers in their respective fields, embody the expertise and adaptability required to meet the challenges of modern commerce.
In its desire to support exhibitors and visitors in their professional projects, WSN has devised an education and training solution designed to provide technical skills and clear answers to their problems and technical skills, right where they need them most.
Since its creation in 2017, The Good Goods has established itself as a unique media and creative studio, dedicated to transforming the fashion, textile, and luxury industries.
With the arrival of the latest edition of our fair this September, Who’s Next is ramping up its dynamic spirit with the introduction of LOUD, a new space designed to echo the vibrancy of our creative industries.
Villa Beauté’s selection’s getting a fresh look and promises exceptional experiences. Innovative, ethical, and cutting-edge, our leading brands and new arrivals rewrite the rules of wellness and beauty…
For this edition of IMPACT alongside Who’s Next, the association will present its new collaborative workshop concept: Mode et Impacts.