Roxy x Atlas Popup Store in Paris
Campaign Activation
Paris
2025
ROXY was looking to reconnect with a younger audience and move away from legacy codes by introducing bold, colorful pieces through fresh collaborations. The challenge? Cutting through saturated digital channels to create meaningful engagement with Gen Z.
We brought the conversation to real life with a week-long pop-up at 119 rue Vieille du Temple, celebrating ROXY’s new collab with Australian artist Adrianne Dimitrakakis, aka Atlas. Designed and produced by WRKS, the space honored six iconic surf destinations—from Fiji to Biarritz—translating the spirit of the collection into a vibrant and immersive retail experience that sparked true connection.
Agency Scope:
Space design, production and installation.
