Paris Cinema Opens Again And Sells Luxurious Hand Made Shoes.

Gaumont Ambassade, a famous movie theater in Paris, France, was reopened before the end of July.

But this time it's no longer a movie ticket and popcorn, but a French luxury.

Brand J.M.Weston

And leather decorations.

The French architecture is responsible for the design.

Loci anima.

Although most of us believe that shoe shops and cinemas can never be linked together, this special time shop does not mix up the two without violated the rules. It brings a familiar and strange consumption experience to consumers.

In the old days, the colorful posters full of movie theaters were removed and replaced with a wide picture: black background, and countless feet running on J.M.Weston shoes.

This is actually a set of photographs that are made by continuous photography and shot by 24 frames per second.

This picture shows J.M.Weston's salute to French scientist Jules-Etienne Marey.

His continuous photography gun and the research of shooting and playing mobile images have promoted the development of photography technology and film.

This is also the first movie element used in this limited time shoe store.

Entering the store is the hall for selling movie tickets in the past, and is also the biggest change in shoe store design.

The original deep tone decoration was replaced by light colored wood elements and replaced by J.M.Weston's low-key style.

But in this low-key arrangement, there is a very interesting detail: all goods are not placed on a fixed shelf like a shoe store, but are placed in the flight case.

These freely moving boxes are very common in movie studios. The movie shooting props such as lamps and photographic equipment are usually packed in such boxes and pported between different shooting places.

Putting these shoes in these wooden tooling boxes is indeed more unique than traditional shoe store placement, and is also more convenient for displaying the replacement of goods.

The exhibition hall is connected to the old cinema screening hall.

J.M.Weston continues to use the classic dark carpet with red seat design, and specially launched a bright red Gaument shoes.

The big screen of the cinema is not idle. It is used to show the brand promo. Customers can sit on the chair and learn about the manufacturing process of J.M.Weston's leather shoes through a short film.

However, the most important use of the projection hall is not to let customers view, but to let them try shoes.

As a luxury store, it is unlikely that the area will be full of seats, but for shopping shoppers, it is quite new to try out shoes in the movie theater.

The time limit for this shoe store is one year.

For J.M.Weston, it is the most important purpose to use this special space to create a sense of freshness for its centennial brand.

But to occupy such a large site on Champs Elysees street for a long time is extremely extravagant.

Gaument Amassade, as the flagship theater of the famous film company Gaument, has finally been forced to close, partly because the interior furnishings can not keep up with the needs of the times, but it is also a reason why they cannot afford to pay too much rent.

Champs Elysees street in the last century has hosted more than 20 cinemas and many old shops including J.M.Weston.

Nowadays, there are only four theaters, many of which are replaced by brands such as H&M.