Scandal takes over the docks with an activation by Jean Paul Gaultier
In a futuristic setting where luxury blends with everyday life, Jean Paul Gaultier reinvents the shopping experience in train stations. This original activation breaks the traditional boundaries of luxury marketing and establishes a new point of contact between the brand and a mobile audience, who no longer need to go to a dedicated location to experience the exclusivity of a high-end experience.
A strategic brand activation
In a landscape where luxury brands aim to strengthen their proximity to consumers while preserving their uniqueness, Jean Paul Gaultier embraces a highly targeted activation strategy: a pop-up store set up in a train station. The station becomes more than just a place of transit — it transforms into a true hub for daily life, spontaneous engagement, and purchase intent. With millions of travelers passing through each day, it offers a constant flow of foot traffic, captive attention, and a unique opportunity to engage urban, mobile, and often influential audiences.
This activation allows the brand to tap into the emotional dimension of travel, offering an immersive experience built around its iconic fragrances. The goal is to combine high visibility, experiential storytelling, and commercial performance in a space with strong memorability potential. The pop-up also reflects a logic of hyper-proximity, bringing luxury to unexpected places — precisely where it can surprise and resonate the most.
An immersive scenography in the station
The pop-up store was designed by GLOBE as a temporary jewel box, echoing Jean Paul Gaultier’s signature codes with golden accents and nods to the Maison’s iconic corset-inspired aesthetic. The customer journey is playful and engaging, featuring olfactory testing, an exclusive contest, a flavored water bar, a photo booth to capture the moment, and complimentary postcards.
Travelers are invited to step into a unique olfactory universe inspired by train journeys, with stops at Gare Saint-Lazare, Gare de Lyon, and Gare Lille Flandres. The experience comes to life through performers who embody the bold, provocative spirit of the Scandal fragrance, inviting passersby to discover the latest scents for both men and women. The field team was specifically trained to personify the brand, creating direct engagement through approachability, expert advice, and storytelling around the products.
