agnès b. meets Non-POP UP Production

This pop-up was held in two locations: Tokyo and Osaka, creating an opportunity for a wide audience to experience the world of agnès b.
To make a strong impact, we defined the brand experience through a return to art, a core element of the brand’s DNA, as the central idea. Through a collaboration with an influential artist, we aimed to reach people who had never engaged with the products before.

The artist selected was actor and artist, Non. In addition to her acting career, she is active as a screenwriter and director, and regularly brings her ideas to life through solo exhibitions. This seamless, multidisciplinary approach made her a natural fit for agnès b.’s brand image.

With flowers— a key theme of the collection and one of Non’s favorite subjects as the motif, the key visuals were shot from the perspective of a butterfly resting on a flower, creating a bright and refined impression.

Guided by the core idea of returning to art, the pop-up space embodied the collection theme, “I love flowers.”
In collaboration with All Good Flowers, a floristry based in Aoyama, we designed an in-store experience that was overflowing with flowers.

The space featured visuals shot with Non, presenting the new collection as an art exhibition, inviting visitors to experience styling through an artistic lens.

Alongside seasonal fresh flowers selected by All Good Flowers, original vases created in collaboration with artist Atelier matic were sold together with the products, weaving art into the purchasing experience itself.

Beyond retail, the pop-up also featured interactive elements for visitors to enjoy. A customization booth also invited guests to personalize agnès b. items and create one-of-a-kind pieces.

With its modern sensibility, free-spirited creativity, and deep love for art, the pop-up embodied the spirit of brand founder Agnès b., resulting in a colorful and distinctive experience.

To align with the target audience, we partnered with ELLE on a collaborative campaign.
The promotional video and online article were distributed through ELLE Japan’s official social media channels, reaching approximately 400,000 followers in total.

In addition, Non also shared the promotional video on her personal Instagram account, further expanding reach and amplifying the momentum around the pop-up.