A Strike of Genius

French luxury fashion brand Jacquemus is renowned for its lighthearted, minimalist aesthetic inspired by the South of France. Neiman Marcus is known for creating unforgettable experiences that connect their customers with luxury brands. Together, the two decided to host a one-of-a-kind retail pop up at Neiman’s NorthPoint store in Dallas, and they engaged Phase 3, in partnership with Studio 214, to bring it to life.

The concept? A chic and immersive bowling experience to spotlight the “Turismo” bowling bag. Like the bag, “Le Bowling” pop-up would be sophisticated and functional—a place where guests could shop, mingle, and, yes, throw strikes.

Every detail was designed to pull guests into the playful elegance of the Jacquemus brand. A minimalist window display with the brand emblazoned on motorized bowling pins was the first touch point. Inside the mall, invitational signage directed guests to the experience on the first floor, where they were greeted with a themed display, seating, and two fully operational bowling lanes, with laser engraved bowling balls.

Twelve gallons of custom paint were mixed to match the signature yellow of “Le Petit Turismo”, the featured bag of the collection. Anchoring the avant-garde design in that yellow, Phase 3 used green, white, and golden wood accents to create a harmonious visual backdrop for the collection.

One hundred guests gathered for a cocktail party in the Jacquemus installation at Neiman Marcus North Park, where they bowled into the night and explored a curated selection of Jacquemus bags, including “Le Petit Turismo”. The exclusive brand activation, also known as “retail-tainment” was then accessible for daytime shoppers to enjoy and experience the Jacquemus brand. “We are delighted to partner with Jacquemus to debut their first-ever immersive experience in Dallas,” shared Jodi Kahn, VP, Luxury Fashion at Neiman Marcus, who, fittingly, bowled the first strike of the night.