In a minimalist room with a vaulted ceiling made of whitewashed stone, a thin mattress is lying on the floor. A white pillow, with a single flower on top, rests beside it. In the next room, a projector beams onto a white curtain, distorting the projected image. Six vertical cinder blocks, arranged in a circle and topped with a single white flower, surround the projector. On a clothing rack, a mix of knitted textures and light, delicate fabrics in soft pink and beige tones hang on wooden hangers. Wood, white, and beige tones dominate the space, creating a serene and contemplative atmosphere.
In a world becoming increasingly digitally driven, the concept of an ephemeral store as presented by ViaPiave33 (VP33) emerges as a refreshing response to our accelerated lifestyles. In October 2024, Paris served as the setting for a unique retail experience by VP33, that blends art, introspection, and social interaction. Their philosophy is to curate and offer a lifestyle-based collection of commodities beyond fashion, extending into objects, habits, experiences, and more. They work strongly to promote respect and equity for humans, animals, and nature. By exploring the intersections of technology and primitivism, VP33 investigates how these two realms can coexist harmoniously and thoughtfully.
VP33 Ephemeral Store offered an immersive journey into the brand’s universe, one that engaged all the senses, a strategy central to their philosophy. Visitors were invited to experience more than just products. There, touch, smell, sound, sight, and taste seamlessly converged, transforming the act of shopping into a multi-sensory experience. From olfactory architecture to immersive sound design, every element has been meticulously curated to provoke introspection and foster new forms of social interaction. The soundscape, composed by Balla Diagne, was played through a minimal sound sculpture made from functional elements such as speakers, cables, and a subwoofer, exposed in their raw form to become part of the space’s decor. This synergy resulted from a collaboration between VP33 and Kumo Collective co-founder Emma Neveux.
The first sense stimulated when entering the space was smell, an ephemeral yet architectural presence hailing from an aromatic sculpture of drops of essential oil falling into a wooden tank of water, diffusing the scent throughout the space. Ismael Moumin’s minimalism-driven sculpture designs were showcased as “conceptual furniture”. At the heart of the experience was VP33’s signature project: the Purification Kit, their quintessential re-imagination of ordinary objects and experiences. A new exclusive lifestyle kit was also presented, one focused on perfume and living, together with an anthology of garments, home decor, and body care elements all designed by VP33.
VP33’s Ephemeral Store was a place for reflection. The brand’s commitment to sustainability and ethical values resonates throughout the experience. By combining technology and primitivism, VP33 continuously seeks to address the modern consumer’s desire for products that are not only functional but also thoughtful. The store’s emphasis on self-care and the creation of a balanced lifestyle speaks to this desire, offering a retail experience that feels deeply personal and transformative. The Paris Ephemeral Store marked the beginning of a long-term project for VP33, which seeks to develop these temporary retail spaces in multiple locations. The brand’s vision for the future embraces change while maintaining a strong connection to its core values of equity, respect, and sustainability.
