Klarna x Shein – Maisons Élément

For SHEIN’s immersive pop-up experience in Paris, I was brought in to develop the overarching creative concept. The team had early ideas around a “vault”, but the narrative wasn’t fully defined. I took a step back and reframed the experience through the lens of elements — creating a concept that worked both emotionally and as a unifying hashtag: #InMyElement.

From there, I crafted the wording for each room to evoke a distinct mood and guide visitors through different states of being.

Vert prospère — a natural, grounding space filled with organic textures.

Passion création — a hands-on room dedicated to craft and creative flow.

Énergie magnétique — a stylish, athletic environment inspired by movement.

Cachette céleste — a dreamy, bucolic bedroom atmosphere.

The experience ended in a festive room accessed through a transitional corridor, where I wrote an original poem to shift the visitor into a warmer, seasonal mood:

L’air se rafraîchit
Le temps s’accélère
Et même les âmes solitaires
Recherchent soudain la compagnie.
Décorez vos maisons, allumez vos cheminées,
Les jours de fêtes sont arrivés.

The result was an immersive journey built around feeling, identity, and atmosphere, with a clear conceptual through-line that tied every space together.

ClientKlarna x SheinServicesConcept & copyYear2023Linkshorturl.at