Comme des Garçons has launched their latest fragrance series. Series 8* takes as its theme the Guerilla store concept, in which the company opens stores in “dead” areas of major cities, spends little or nothing on decorating, and “occupies” the premises for a limited time:
Don’t expect any to turn up in style capitals such as New York, Tokyo, Paris and Milan, for the idea is to set up shop in areas which appear to be off the fashion map. Once the city is chosen, the search is on for a place which has something to say about the city’s history. At Bios, for instance, the Parthenon acts as a backdrop (the monument is also featured on the Greek campaign’s poster, which is written in Greek).
Without any fanfare and publicity, each opening is announced only a few days before (“It drops like a bomb,” according to Papadopoulos), while no outlet advertises. (via kathimerini)
Guerrilla 1, the first of the two fragrances in the series, was inspired by a Comme des Garçons Guerilla store in Berlin which took over the premises of a former butcher shop…
