Christian Louboutin's Pops Up in Soho for Its New Fragrance Collection, Fétiche
From September 12 - 14, 2025, Christian Louboutin hosted an immersive pop-up experience in Soho as part of New York Fashion Week. Open to the public and free of charge, the activation invited guests to step into the world of the brand’s Fétiche fragrance and Rouge Stiletto Vinyl Gloss collection through a two-room, multi-sensory journey. Running across three days, the pop-up attracted a steady stream of attendees eager to explore, capture content, and collect exclusive branded mementos.
Setting the Scene
Guests began their journey outside the branded storefront, where anticipation built along a winding line that stretched through the early afternoon sun. Entry was carefully managed in groups of 15 at a time, with guests scanning a QR code to sign a liability release before stepping inside. The wait, while lengthy, underscored the sense of exclusivity and demand surrounding the activation.
Inside the Pop-Up
The space was divided into two distinct zones:
The White Room showcased the Fétiche fragrance and Rouge Stiletto Vinyl Gloss collection against a minimalist backdrop, allowing guests to browse and sample the products in a gallery-style environment.
The Red Room contrasted with a playful, high-energy installation. Guests donned shoe covers and chose between climbing into the ball pit or sliding directly into it. Inside, they searched for a hidden gold ball among thousands of red ones, bathed in vivid red lighting.
Once guests concluded their time in the Red Room, they exited with a branded red gift bag, most receiving a small box of Louboutin charms as a keepsake. A branded ice cream stand adjacent to the main space offered sweet relief, extending the activation into a moment of hospitality and shareable delight.
The Atmosphere
Energy remained high throughout, with attendees alternating between anticipation outside and bursts of excitement once inside. Content creators and fashion enthusiasts alike made use of the photogenic backdrops, balancing playful participation with curated photo moments. The juxtaposition of sleek fragrance displays and the whimsical ball pit created a dual identity for the experience: luxury meets fun.
The Christian Louboutin pop-up demonstrated how a free, open-to-the-public activation can attract significant attention during Fashion Week. By blending aspirational product storytelling with interactive play, the brand delivered an experience that was both memorable and highly shareable, whether through fragrance discovery, striking visuals, or the simple joy of branded ice cream. For many, it was a rare opportunity to step directly into the brand’s world, leaving with not just a gift bag, but a story to tell long after leaving Soho.
