Grand Paris

Retail in Paris has been booming and the Olympics was highlighted as being one of the reasons to continue to remain optimistic about the city’s retail scene.

As expected, the Paris Olympics has provided a golden opportunity for brands to engage with a global audience and companies are rolling out creative strategies to capture the attention and loyalty of consumers through innovative retail activations.

Here's an overview of some of the most exciting retail activations at the games.

Digital and Augmented Reality
The digital realm offers opportunities for brands to engage with audiences in innovative ways. Two experiences that have leveraged digital elements at the Olympics include:

• Coca-Cola: Coke has collaborated with Snapchat to roll out its new line of AR enabled vending machines in the Olympics village and its international food fest popup. The new machines allow users to select drinks using gestures, play games, and virtually try on exclusive merchandise. According to the company, the machines created an average interaction time 2150% longer than the industry average.
  
• Samsung: Leveraging its technological prowess, Samsung is rolling out an AR-based scavenger hunt across Paris. Participants can use their smartphones to uncover hidden Olympic-themed popups around the city, and collect pins to win prizes. The pins also have a sustainability focus, being made from recycled aluminium from Galaxy smartphones.
  
  

Interactive Experiences
Pop-up stores have become a staple of major events, offering brands the flexibility to create unique, immersive experiences without the commitment of permanent locations. Notable experiences at the Olympics include:

• Wingstop: The American franchise chain Wingstop has created a “House of Flavour” themed pop up giving fans the opportunity to try free wings and engage with activities such as 3x3 basketball games, music nights with local artists and DJs, and free tattoos and haircuts. The popup is expected to attract over 50,000 visitors and shore up interest in the brand ahead of the opening of its first Paris store in late 2024
  
• Bumble: The dating platform has collaborated with Good News Coffee to create Le Café Bumble featuring a range of exclusive offerings, including the Bumble Latte and a collection of pastries created in collaboration with Copain Paris. The café has hosted events including talks and DJ nights, as well as activities such as astrological consultations. Café goers can also pickup exclusive Bumble-branded merchandise and apparel including t-shirts and long-sleeve tops. The Bumble Café has so far gained over 950k impressions on Instagram
  
• Omega: Omega have returned to the Olympics with their Omega House popup this time celebrating the brand’s near century-long Olympic and Paralympic partnership, which began in 1932. In the experience, visitors are invited to exclusive celebrity events and engage with interactive elements across several floors. These include photo opportunities with a giant golden astronaut, a celebrity autograph wall, and displays of Omega’s Paris 2024 timepieces

The Paris Olympics 2024 are not just a sporting event but a global cultural phenomenon that provides a unique platform for retail activations. Brands are leveraging this opportunity to create memorable, engaging experiences that resonate with consumers long after the games have ended.

The emphasis on technology and interactive elements demonstrates how brands can create engaging, memorable interactions. Pop-up stores and localised offerings highlight the benefits of flexibility and cultural relevance. These strategies, combined with a strong social media presence, show how major events can significantly enhance consumer engagement and loyalty.

Soham Nayak