From Concept to Pop-Up: Jean Paul Gaultier’s La Favorite at Les Halles

Turning a fragrance campaign into a space you can explore. 


For the launch of La Favorite, Bureau Tonalli collaborated with Jean Paul Gaultier to develop a creative concept for a series of pop-up experiences. The activation at Les Halles in Paris brought selected visual codes from this exploration into the final executed space.



Imagining the world of La Favorite

The brief was to extend the campaign into a broader physical experience. Starting with three central references. Paris, the Eiffel Tower and La Favorite’s fashion universe, particularly its black gloves. We explored how the launch could take shape through spaces, objects and interactions.


Working closely with Jean Paul Gaultier’s marketing and architecture teams, we developed an original concept framework through research, collaborative brainstorming and visual studies. Familiar Parisian structures, including the Colonne Morris and the traditional kiosk, informed our exploration of different pop-up formats.


Alongside these spatial concepts, we imagined complementary assets and activations that could connect the setting with the visitor experience. Together, these proposals established a visual language for the launch and a range of possibilities for its physical expression. 



From creative exploration to the executed space

At Les Halles, selected elements of that visual langauge found their way into the final pop-up. The executed activation took its own form, drawing on codes developed during Bureau Tonalli’s concept phase. 


Bureau Tonalli’s contribution lay in establishing those creative possibilities: exploring connections between the campaign, Parisian references and La Favorite’s fashion identity, and giving the team a visual foundation to draw from as the project developed. 


The final space reflected a selection from this broader exploration. Seen alongside our concept studies, it reveals the relationship between the initial ideas and the visual details carried into the activation. 


A physical encounter with La Favorite

The final space reflected a selection from this broader exploration. Seen alongside our concept studies, it revelas the relationship between the initial ideas and the visual details carried into the activation. 

The Les Halles pop-up marked a public-facing moment for La Favoriet launch, bringing its universe into a physical setting in Paris.  For Bureau Tonalli, the project was an opportunity to shape that universe from the easiest stages. From the brief to the final activation, our role was to develop a creative direction whose selected visual codes could help inform how La Favorite appeared beyond the campaign.