Let’s Go Logo is definitely the exhibition of the moment: over 130 brands have been invited to take part by reinventing their traditional logos and to create an entire new capsule collection for the event. The exhibition is hosted at Le Bon Marché Rive Gauche from February 24th to April 1st with brand new products coming from key players in the luxury industry like Isabel Marant, Roger Vivier, Céline, Fendi, and Tod’s.
Every type of product, from fashion to beauty to food, gives this exhibition a fresh touch to their logo in items that normally are not sold with that logo. From Evian surfboard to Chanel kayak, the key message of the collection is crystal clear: freedom of expression and extreme creativity make the exhibition a very exclusive event that you cannot miss.
Not just big brands, but also young designers of luxury, beauty labels and home décor brands have joined the event and played with their logo by imagining them in unexpected items from their original offer. Jennifer Cuvillier, head of the style office at Le Bon Marché, explained how this project represents a creative dialog between the department store and the different brands. “The idea was to do something disruptive and playful, not fashion for fashion’s sake. We wanted to create something fun and unexpected and asked brands to reinterpret their logos in a very modern way, what with the street attitude that is very strong right now”.
In this collection, we cannot overlook two very special guests: Off-White and Lola James Harper. Virgil Abloh, Off-White designer, has set up a 500-square-meter space including Wild & the Moon, a pop-up café which was very popular during Paris Fashion Week.
Lola James Harper, a lifestyle label which produces music, beauty products and t-shirts, instead has transformed the first floor of Le Bon Marché into a hotel lobby: including a café, recording studio and a basketball court. The founder, Rami Mekdachi, gives to customers both a place to relax and chill with your friends as well as a little taste of their next plan: opening hotels.
Image credit: © Le Bon Marché Rive Gauche