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Photo Maude Fourgeot. 

Last December, premium Belgian beer brand Paix Dieu took over the French capital with a unique event: its very first pop-up store in Paris.

To bring this retail pop-up project to life, the brewery relied on the expertise of My Pop Up Store, a specialist in pop-up store rentals in Paris’ most strategic neighborhoods.

Following our experts’ recommendations, the brand set up an ephemeral boutique in Le Marais, a district renowned for discovery, culture and conviviality.

 

A pop-up store in Le Marais connecting with a local and international audience

 

Already well established in Northern France, where it has built a strong community known as the “Team Bien Lunée,” the brand aimed to grow its visibility among Parisian audiences.

With this pop-up store in Le Marais—a vibrant, international neighborhood particularly popular among food lovers—it found the perfect setting to showcase its expertise and attract new fans.

Located on Rue Sainte-Croix de la Bretonnerie, the immersive Paix Dieu experience benefited from a prime location in a dynamic environment, surrounded by renowned culinary destinations such as Pierre Hermé, Pluto restaurant, and chocolatier Pierre Marcolini.

 

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A pop-up retail concept designed as a true brand experience

 

Running from November 27 to December 31, the Paix Dieu experiential pop-up offered far more than a simple temporary bar. Its unique setup followed a highly detailed brief developed with My Pop Up Store.

Our experts’ proposal?

A 135 sqm space spread across two levels, located in the heart of an iconic street.

Designed as a true event venue in Le Marais, 7 Rue Sainte-Croix de la Bretonnerie was transformed to host a wide range of brand experiences.

On the ground floor, a speakeasy-style ephemeral bar invited visitors to discover the Paix Dieu universe and its distinctive draft beer serving ritual—enhanced by its iconic beveled stem glass. For the occasion, students recruited for the pop-up were trained ahead of the opening, with one requirement: the perfect foam head. These young talents were supported throughout the activation by the brewery’s expert team. To ensure optimal conditions, the brand extended the rental period, dedicating nearly an additional month to setup and bartender training prior to opening.

 

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Upstairs, a more intimate space hosted various event formats:

  • Beer pairing workshops by registration, notably in collaboration with chocolatier Pierre Marcolini
  • Meetings with industry professionals and tasting sessions
  • Private evenings for partners and B2B clients, hosted by the brewery’s teams to share their expertise
  • A press and influencer event ahead of the official opening

This setup perfectly illustrates the potential of a pop-up store in Le Marais: a versatile space capable of catering to both the general public and professional events.

 

 

A Paris pop-up to grow a community

 

This Paix Dieu pop-up in Paris was also part of a broader strategy to expand the brand’s visibility beyond Northern France.

Following several successful activations in Lille—including a mansion transformed into a brand meeting place—this first Parisian pop-up aimed to create a direct connection with both loyal fans and curious visitors.

The “Team Bien Lunée,” a community of nearly 6,000 fans, is regularly engaged in Northern France through exclusive experiences tied to the brand’s expertise and identity. Throughout December, the goal was to expand this community by reaching a new Parisian audience.

Visitors had the opportunity to meet the brewery’s teams and learn about the story behind Paix Dieu, notably its unique brewing process based on the lunar calendar—a distinctive signature that has shaped the brand since its origins.

The brand also made a point of welcoming its Paris-based ambassadors, strengthening its strong ties with the hospitality industry.

This human and community-driven dimension was fully expressed on Rue Sainte-Croix de la Bretonnerie, thanks to a space whose location and layout enabled authentic interactions between the brand and its audience.

 

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My Pop Up Store: a pop-up rental expert in Paris

 

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To bring this project to life, Paix Dieu partnered with My Pop Up Store, a specialist in pop-up rentals and retail spaces in Le Marais.

The team supported the brand at every stage:

  • Identifying the right venue
  • Selecting a strategic location
  • Providing on-site support during the opening and throughout the rental period

The result: a pop-up retail activation perfectly integrated into the neighborhood ecosystem and aligned with the brand’s premium positioning.

 

Looking for an ephemeral store in Paris?

 

Whether you want to launch a product, organize a brand event or connect with your community, an experiential retail space in Le Marais can become a powerful visibility driver.

My Pop Up Store supports brands in finding pop-ups for rent in Le Marais, pop-up stores in Paris, and event venues in the capital’s most attractive districts.

Do you have a pop-up retail or temporary bar project in Paris?

Our experts help you find the ideal space to bring your brand experience to life.

Contact us !