The Olympics are in full swing leading to a range of innovative new stores and pop-ups across Paris.

We have brands this month wanting to demonstrate their strong links with the games, as well as others that are hoping to benefit from the focus on sports.

We are also seeing brands use storytelling very effectively, either through the use of interior displays that showcase campaigns and expertise, or via expansive exhibitions to demonstrate longevity and heritage.

There’s also plenty of clever use of design to provide interesting or unique elements that lend themselves to being captured in selfies. There are hand painted murals, giant diamonds, museum-like displays and giant screens.

Here are the best new retail spaces in Paris to fuel your imagination.

Messika, Champs-Élysées

French jewellery brand Messika has launched its new flagship on one of Paris’ most famous avenues.

The store has a large diamond outside, displayed within an oval mirrored shape; the brand’s Move motif. This design is reflected inside the store with purple and pale pink marble walls, and oval recesses to display the jewellery.

Customers can explore the Move collection, including Move Uno which is available in a variety of colour options. The brand also has a charitable collection, Messika Care, which provides funds for underprivileged women and children.

Image credit: Birkenstock

Birkenstock, Marais

The Marais district has seen the launch of the first Birkenstock store in France.

The store design features gypsum, a nod to the rock quarries the city is built on. The Birkenstock shoe is also represented through the use of cork and leather elements throughout.

The lower floor of the store has a special light box to display Birkenstock campaigns, and will be used for other events, such as activations and community building.

The opening was celebrated with an exclusive event featuring a sports session from a local running group. Customers were able to purchase the Natural Active Recovery pack, a kit featuring a new footbed, clogs and special tools.

Image credit: Farm Rio

Farm Rio, Marais

Another addition to the Marais district is Farm Rio, a Brazilian fashion boutique.

Architect Camila Urbanetto has brought in artists to create a unique store design blending Brazilian and French culture. This includes a hand painted mural of animals, trees and plants by Daniel Bland, with store furniture designed by Ilha de Ferro.

The opening was celebrated with a Carnival parade with Brazilian group Foliões Unidos and the launch of a new design, “Tropical, Mon Amour”, on scarves, t-shirts and tote bags.

Image credit: Omega

Omega House, Palais-Bourbon

Watch brand and Olympic timekeeper Omega has launched a new pop-up for the duration of the Paris Olympics.

The pop-up is exclusively for members and will showcase immersive experiences that focus on Omega’s presence at the Olympics and its history creating watches.

The Reception is a space dedicated to Omega’s 92 year history at the Olympics, and has a timeline of highlights. Meanwhile, guests who want the experience of feeling like an athlete can visit The Stadium. The final Olympic space, Timekeeping, includes technology needed for the games, including starting pistols.

Watchmaking exhibits include Speedmaster, which is dedicated to timekeeping in space; Seamaster, for a collection of diving watches; and, Her Time, which showcases women’s watches and has a selection of vintage pieces.

There spaces for photo opportunities dotted throughout, such as a wall of celebrity autographs and a collection of Paris 2024 watches.

Image credit: Samsung

Samsung, Square Marigny

Another Olympic pop-up in Paris this summer is from electronics and entertainment brand Samsung, spanning from the Champs-Elysees to Place de la Concorde.

Collaborating again with Jean Nouvel to design the space, it incorporates a dark blue coloured glass on which images of athletes can be displayed.

Inside the pop-up visitors can learn more about Samsung’s history at the Olympics and how its technology has supported the games. This includes looking at previous Olympic torches and Samsung Olympic phones.

The Openness Monument is in the centre of the space and consists of a screen in the shape of a globe. Footage from recent events that have joined the Olympics, such as skateboarding, will play on this screen. Another screen, made up of recycled Galaxy Z Fold5 phones will also display videos from skateboarding and surfing.

Visitors can also try out Samsung phones and Galaxy AI, with the chance to receive a special Olympic pin.

Image credit: On

On, Champs-Élysées

Running brand On has launched its largest flagship in Paris, taking advantage of the increased sport interest due to the Olympics.

Visitors to the store can browse lifestyle clothing on the ground floor, including collaborations with celebrities like Zendaya and Roger Federer. For those customers looking for athletic performance products, the basement contains clothing items in this range, including a new line of bags.

On the top floor, there is a new tennis range, as well as a display of On creations, such as prototypes. A range of footwear stocked on a “magic wall” is also available for customers to browse.