Fashion house Alexander McQueen has launched a Butterfly inspired accessories pop-up in the world-famous Le Bon Marche department store in Paris.

Alexander McQueen Le Bon Marche



Designed, produced and installed by Seen Displays the scheme heroes the butterfly which is an international symbol of transformation, change, hope and life.

Alexander McQueen Le Bon Marche

A series of large butterflies in brushed metal bases set the backdrop for the McQueen pop-up.  Butterfly print can be seen across large glass panels as well as across the chunky clear plinths and podiums displaying shoes, small leather goods and jewellery — to give the impression they are almost floating amidst the butterflies.


Photography by @geraldine.andrieu