Coming from the 70s, Delvaux revamped the Madame into a chic yet contemporary companion for modern women. Mazarine worked on a campaign and a digital animation at Le Bon Marché in Paris toDelvaux, the Belgian luxury House of leather goods, entrusted Mazarine with the launch of the new version of its iconic Madame bag. push forward the activation.


As the design of the new version is focused on the chain, the movie stages that particular strap: Clara Luciani is featured with the bag in an unconventional environment to express Delvaux’s DNA.

The heritage of the brand is also built on surrealism, so Mazarine has developed a unique concept for the pop-up store at Le Bon Marché. The department store has embarked on a wide-sweeping tech exhibit that runs from Feb 23 to April 22 2019, and called ‘geek but chic’, this theme engages customers to live a new experience of shopping. From a swing on Delvaux’s Madame Chain giant bag connected to a virtual swing into 4 immersive 3D videos, Mazarine has produced a poetic exploration of the Belgian roots of the brand.


The experience can be shared on social media, and a contest game is organized to drive customers into Le Bon Marché’s Delvaux store. As the pop up has attracted much attention, Mazarine and Delvaux are exploring the development of the concept for other locations, especially at Plaza 66, the mall dedicated to luxury in Shanghai