Don't Call Me Jennyfer
DCMJ x Eva Queen
In February 2022, Don’t Call Me Jennyfer launched its capsule collection with singer Eva Queen. For the occasion, WBA designed, created and produced the sets and activities for an event-style pop-up celebrating this unprecedented collaboration in the heart of the Forum des Halles.
A set design built around light, color and neon. An infinity room to immerse visitors in a field of 2000 roses. A recording studio and karaoke booth that transforms into a TikTok booth. A consumer experience fully immersed in Eva Queen’s world.
When a collaboration returns, it has to be bigger. And pinker.
An immersive pop-up in the heart of the Forum des Halles
February 2022: Don't Call Me Jennyfer relaunched its capsule collection with Eva Queen. WBA designed, created and produced the sets and activities for this event-style pop-up in the heart of the Forum des Halles:
- A set design built around light, color and neon
- An infinity room to immerse visitors in a field of 2000 roses
- A recording studio and karaoke booth that transforms into a TikTok booth
- A shopping experience fully immersed in Eva Queen’s world
Each element serves a specific purpose. The infinity room uses multiple mirrors to create a space that feels infinite within a small footprint, an unavoidable constraint in a shopping center. The TikTok booth, meanwhile, streamlines content production: it gives visitors a setting, sound and lighting that are already calibrated, naturally increasing the volume and quality of the videos they post.
Producing an event at a venue like the Forum des Halles adds a layer of complexity that isn’t visible in the images: installation outside regular hours, fire safety standards for public venues, delivery access restrictions and ensuring the installation can withstand very heavy foot traffic. A set that hasn’t been designed for that kind of wear and tear won’t make it through the first week.
We’ve put our expertise in creating pop-ups in constrained environments to the test elsewhere, notably with Nina Ricci’s Nina Illusion Café under the Les Halles canopy. And to understand where this collaboration began, it all starts with the 2020 DCMJ x Eva Queen launch party.
Your agency for pop-up stores and event-driven retail
Bringing the same artist back two years after the first collaboration turns a marketing moment into a saga. The pop-up becomes a store, a backdrop for content and a declaration of loyalty between a brand and its audience.
Want to transform a retail space into an experience, open a pop-up that gets people talking or give a successful collaboration a second life? A Paris-based event agency, WBA handles design, set design and production, from the first sketch to day-to-day operations.