Last night J.M.Weston feted the launch of its pop up movie theatre on Paris’ Champs Elysées. The label has taken over the former Gaumont Ambassade cinema for a year-long residency prior to opening a permanent location. And in a spot of synchronicity worthy of a movie script, both cinema and the label share the ripe old age of 125.
Customers make their shoe selection in what was originally the cinema’s foyer and then decamp into the grand, old fashioned screening space itself for their fitting. This process is traditionally a lengthy one. It takes some 40 to 50 minutes as J.M.Weston is the only brand in the world to have eight width fittings for each shoe size. However, with shorts playing in the background, there’s no shortage of entertainment explained the label’s communications director, Cédric Dauch.
The cinema will screen a combination of Gaumot films and those commissioned by J.M. Weston from directors such as Cédric Klapisch. Premiering today is a collaboration between the brand and British rock band, Citizens for their new single, “Fade Out” directed by Thomas Tyman and produced by Vogue Hommes and J.M. Weston.
DJ-ing at the launch party were J.M.Weston fans, Simon Mény and Pierre Rousseau of up-and-coming French band “Paradis”. “Tonight we are playing weird French jazz and weird electronics – weird things which make sense with this weird cinema,” laughed Mény. The duo, known for their hipster combination of French pop and electronic music have just put out their first album with its eponymous single “Recto Verso”.