As a seasoned gamer with years of Bingo nights under my belt and a soft spot for retro-futuristic architecture, I must admit that Jacquemus‘s holiday game night at Espace Niemeyer was an experience to remember. The juxtaposition of the communist party headquarters turned luxury gaming den was not lost on me, and I found myself feeling a bit like I was playing Bingo in a time capsule from the future.
Jacquemus’s brand marketing continues to captivate audiences, escalating in grandeur with each passing moment. From igniting a commotion outside its first NYC store by inviting founder Simon Porte Jacquemus for an unexpected appearance, to the viral “Winter Retreat” campaign that showcased Model of the Year Alex Consani at the forefront of a dreamlike, mobile stage set, it’s hard to imagine something more spectacular than hosting a festive game night complete with luxury rewards within the historic French Communist Party headquarters.
On Thursday night, Jacquemus invited special guests to Espace Niemeyer, an official historic monument in Paris originally built to house offices of the French Communist Party. Commissioned in 1965 and completed in 1971 by Brazilian modernist architect Oscar Niemeyer, the building has a distinct air of retrofuturism inside and out.
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Instead of hosting a socialist discussion among his guests, as one might expect, the designer in question opted for something quite different – a party centered around a French version of Bingo known as “la oterie.” The atmosphere resembled a lively scene from a cable TV game show, with numbered balls being drawn at random from an air-powered machine on stage.
The fortunate victors were rewarded with Jacquemus items such as knitted hats, scarves, gloves, and even handbags, which were showcased dramatically on white stands. Once the last round was completed, according to WWD, the founder made an appearance to present the top prize: a 2,000-euro shopping experience at Jacquemus’ Avenue Montaigne flagship store in Paris. In addition to the 10 game winners, all attendees received Jacquemus Christmas trinkets that mimicked the designer’s accessories.
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2024-12-07 17:55