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Luxury shoe brand Christian Louboutin painted the town red with a weekend-long pop-up for the launch of a new expansion to their exclusive beauty brand, featuring the Louboutin Fetiche Wardrobe of Scent Pop-Up Event.

The three-day pop-up event was open to the public from Friday, September 12th, to Sunday, September 14th, in SoHo at 21 Spring Street. The pop-up introduced the new Fetiche, meaning Fetish in French, perfume collection with eight new fragrances that capture the sexy, confidence, and power that is in a pair of Louboutin heels. The five original scents-Cuir Fetiche, Amber Fetiche, Ebene Fetiche, Iris Fetiche, and Enecens Fetiche are now adding three new scents: Rose Fetiche, Santal Fetiche, and Lavande Fetiche. The bottle was conveyed with edge and elegance with the new bottle that has an oversized black spike that emulates the heel on a Louboutin Miss Z Patent Red Sole Pump. The fragrances are genderless, vegan, and composed of 87% natural ingredients.

The pop-up also features the Louboutin Rogue Stiletto Vinyl Glosses, which also feature the edgy heel shape and their top seven shades: Mauve Heat, Rogue Louboutin, Fire Red, Rose Intenza, Smokey Nude, Hot Sienna, and Burning Spice.

On the line, which had an hour-and-a-half wait, fashion and beauty lovers waited for the exclusive pop-up. While waiting in line, guests were treated to free stickers of a painting of the late Andre Talley, who was Editor–At–Large of Vogue in the 80s and 90s. He died in 2022 from a heart attack in New York. He was claimed to be a friend of Christian Louboutin and the creator of the brand’s iconic red sole in a prototype in 1993, using red nail polish. The Louboutin Beauty started in 2014, expanding the luxury offering and elevating the brand’s prestige profile.

When entering through the red doors into the pop-up, attendees first enter an all-white room with an oversized white Louboutin heel. Where there was a chance to play and smell the new Fetiche perfumes and lip glosses. The retail price of the 80mL bottle of Fetiche perfume is $250 at luxury department stores Nordstrom, Bloomingdale’s, Bergdorf Goodman, Saks Fifth Avenue, and Neiman Marcus. Nordstrom has an exclusive Fetiche Fragrance Collection Miniature Set with five of the scents $220. The Louboutin Rogue Stiletto Vinyl Glosses retail at $65 each.

Next, attendees were instructed that they had ten minutes in the next part of the pop-up. You had a choice of going up the stairs or going down the slide on the white Louboutin heel.
This led to an ultra-dark and sexy all-red ball pit with a red lip couch. The walls were covered with red Louboutin heels, and the adjacent wall with a floor-to-ceiling mirror very similar to the iconic Parisian cabaret club Crazy Horse. If you choose to jump into the ball pit, your goal is to find a gold ball and win a pair of Louboutin heels.

Attendees swim through the ball pit in the hope of finding the gold ball and winning the lavish prize. The pop-up worker counted down the crowd, but unfortunately, no winners were found in the current crowd. Attendees didn’t walk away empty-handed and were gifted a Louboutin gift bag with Louboutin shoe charms and a free sample of one of the Fetiche perfumes.

SoHo Louboutin became a valuable tool to launch new products and generate social buzz. The pop-up was designed by marketing powerhouse Wild Buzz Agency. The agency wanted to push the idea of a traditional retail environment and created an ephemeral experience. According to Jules Lacomber, Associate Executive Director of Wild Buzz Agency, “By inviting visitors to interact with the fragrances in a curated, atmospheric setting, Christian Louboutin intends to blur the line between luxury, artistry, and retail.” Said Lacombe. “A trend increasingly favored by prestige beauty brands seeking to connect with consumers in memorable ways,” he said.