When fragrance becomes an experience: Jacomo Paris redefines the codes of luxury

On Wednesday, June 25, during Men’s Fashion Week Spring–Summer 2026, Jacomo Paris unveiled its very first immersive pop-up store, located in the heart of Paris’s 1st arrondissement, in the prestigious Carré d’Or.

For six days, visitors, perfume professionals, members of the press and influencers were invited to discover the House’s olfactory universe through an immersive sensory experience, conceived as a journey around its emblematic fragrance: J de Jacomo.

Designed as a bold concept store, this ephemeral space offered a complete multi-sensory immersion, combining visual, olfactory, gustatory and sound dimensions. The scenography, inspired by the landscapes of Marrakech, echoed the brand’s latest campaign and showcased the House’s three iconic fragrances within an elegant and contemporary setting.

The experience was punctuated by original activations, including a boxing initiation—a nod to the brand’s sporting universe and Jacomo’s DNA—as well as the presence of Nassim Lyes, actor and face of the fragrance J de Jacomo. A sensory bar and several moments of exchange further enriched the immersion. The space was also distinguished by a giant Jacomo bottle, which became a central focal point, and by décor inspired by the world of boxing, reinforcing the brand’s immersive and contemporary identity.

This pop-up store marks a key milestone in the new momentum of Jacomo Paris, driven by a modern vision of luxury, creativity and craftsmanship. The House extends its sincere thanks to all partners, teams, visitors and content creators who contributed to the success of this event.