Charming and magnetic creatures inhabit the spaces of Le Bon Marché, ready to catch audiences’ curious gazes. With their harmonious and seducing singing, they lure visitors into the physical and virtual fantasy of Mugler that will captivate all senses.

To answer Le Bon Marché’s brief of drawing in young audiences, we imagined a week-long event for the launch of a yet-to-be-created fragrance for Mugler, Siren. Scenography revolves around the metaphor of siren that we distilled into two key elements: seductive music and watery design.

We proposed Sevdaliza as the Mugler siren for her sensual voice and existing relationship with the brand. A special version of her song, Marilyn Monroe, will be the theme song for the event. For the event activation, the song will be played on the selected metro lines as the trains run under the Seine. Travelers can Shazam the song and will be redirected to the Le Bon Marché website for more information about the event. Exiting the train, they will also be invited by the wall posters to the department store.

The same music will also be played around and in the pop-up space in the store during the week. The pop-up space consists of the multisensory AR area and the quasi-aquatic perfume counter. Customers will first observe and interact with the Mugler sirens with the oculus on, and eventually be led to the perfume counter to be fully immersed in Siren.