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MADISONBLUE’s Paris Boutique and Journal
MADISONBLUE marked the opening of its first Paris boutique with more than a new address: it launched a twice-yearly journal, LE PAPIER BLEU, by artistic director Mariko Nakayama, and created eight accessories with Paris creative studio GIFTSHOP. A six-style opening collection completes the launch, with selected pieces also set to reach Japan.
Why it worked: It turned a routine store opening into a cultural moment by debuting a Rupert Smyth–directed journal and Paris-made exclusives, plus Guillaume Salmon PR.
The lesson: Consider piggybacking a launch with a creator-led print drop and location-only merch, then time home-market access a week later.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| wwdjapan.com | 「マディソンブルー」がパリに新店舗をオープン 中山まりこによるジャーナルやオープン記念コレクションを展開 | Tuesday 10th November, 2026 |