Jean Paul Gaultier

Jean Paul Gaultier

LOCATION

New York City

ABOUT

Jean Paul Gaultier took over the streets of New York City for a two day pop-up celebrating the brand’s iconic fragrances, available at Sephora. Our glass truck was transformed into a sleek, silver fragrance studio, topped with a larger-than-life inflatable of the brand’s signature tattooed sailor. Inside, guests explored a fragrance station with porthole displays showcasing the Le Male lineup, while a protein smoothie station outside kept the energy high. Celebrity appearances by Nicolas Vanstenberghe on day one and celebrity hairstylist Chris Appleton on day two made it a must see moment.

Two Celebrity Icons. One Unmistakable Scent.

9K+
[Foot Traffic]
7.6M+
[Social Impressions]
1.7M+
[Online Impressions]
$430K
[Earned Media Value]

The Challenge

Jean Paul Gaultier’s fragrances are instantly recognizable, but in a crowded fragrance market, even the most iconic brands need fresh ways to stay top of mind. The brand wanted to bring its bold identity to life in a way that drove awareness, encouraged sampling, and sent shoppers to Sephora. In a city where people walk past brand activations every day, the pop-up needed to be impossible to miss and worth sharing.

The Approach

We wrapped our glass truck in polished silver, a nod to the brand’s iconic tin packaging, and crowned it with a giant inflatable sailor lounging across the roof. Inside, a fragrance station with teal lit porthole displays let guests discover and sample the Le Male collection up close. Outside, a protein smoothie station tied into the brand’s confident, body positive energy, while tin inspired seating and product displays completed the look. Back-to-back celebrity appearances drew crowds both days and fueled a steady stream of social content.

Our Process

JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK
JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK
JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK

Setting Sail in the City

With a giant inflatable sailor stretched across the roof and a gleaming silver truck below, the pop-up stopped New Yorkers in their tracks. Guests stepped inside the glass truck to explore the fragrance station, sampling the Le Male lineup against porthole displays that brought the brand’s nautical world to life. Protein smoothies and on-brand seating encouraged guests to linger, while clear connections to Sephora turned discovery into purchase.

Star Power on the Sidewalk

Nicolas Vanstenberghe kicked off day one and Chris Appleton closed out day two, turning each day into its own headline moment. Crowds gathered, phones came out, and social feeds filled with the unmistakable sailor and silver truck. The result: a bold, buzzworthy celebration of Jean Paul Gaultier’s fragrance legacy, high-volume sampling, and strong momentum for the collection at Sephora.

JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK
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JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK
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JEAN PAUL GAULTIER POP-UP EVENT - JEAN PAUL GAULTIER NYC - BRANDED GLASS TRUCK
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