Pop-up concept to take over Sonia Rykiel flagships

The Sonia Rykiel flagship stores in Paris, London and Tokyo are the latest targets of the pop-up phenomenon. The new ephemeral concepts are being revealed Monday at the French fashion label’s fall show in Paris.

The Paris store on Boulevard Saint-Germain will be converted into a hybrid café-library designed by André Saraiva and art director Thomas Lenthal, reports WWD.

The window will be taken over by a café scene filmed at the nearby traditional brasserie Le Rouquet, populated by an array of models and friends, as well as Sonia Rykiel herself and artistic director Julie de Libran.

The store’s interior will be blanketed with bookcases filled with some 40,000 volumes from floor to ceiling. Changing rooms will also get an upgrade with an abundance of erotic literature on display, but not for sale.

The London and Tokyo stores will undergo transformation in April, while a permanent new store concept will be introduced next year.

The brand has invited its social network fans to "take part in the Sonia Rykiel Fall Winter 2015 Fashion Show on Instagram!". The show is set to take place at 6 PM Paris time.