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MADISONBLUE’s Paris Boutique and Journal

PR Campaign
Tuesday 10th November, 2026

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.

MADISONBLUE GIFTSHOP
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