"Ce n’est pas un événement" The invitation title set the tone: neither quite a presentation nor simply a party. On January 23, Wooden Store took over the Makers Editions boutique in the heart of the Marais for an evening gathering.

As Paris Fashion Week was in full swing, drawing professionals and enthusiasts alike, the brand chose to focus on the tangible. Why opt for an interactive, community-driven workshop? We take a closer look at an activation that placed experience back at the center of the conversation, with insights from Kevin Tomaselli, the brand’s Wholesale Manager.

Physical Retail as a Space for Connection

Paris Fashion Week is when the concentration of creatives and buyers reaches its peak. Rather than seeking passive exposure, Wooden Store pursued interaction.

• The Strategy: “We firmly believe in physical retail as a space for connection,” explains Kevin Tomaselli. An in-store activation makes it possible to create something authentic and close to the community, far from traditional presentations that can sometimes feel distant.

• The Positioning: Rooted in craftsmanship and culture, the brand reinforces its contemporary image here. Being present in a retail space curated like Makers Editions validates this positioning and enables genuine cultural exchange.

Live Screen Printing: The Brand’s DNA in Action

At the heart of the evening, there was no collection presentation—just a live screen-printing workshop. Guests could observe, participate, or simply enjoy the atmosphere, a Nardini “Il Mezzo e Mezzo” cocktail in hand.

• Why Screen Printing? “It’s raw, manual, imperfect in the right way, and immediate,” Kevin explains. The activity reflects Wooden’s DNA: transforming a product into something personal and unique.

• From Consumption to Creation: The activation highlighted the brand’s core values—craftsmanship and human interaction. It turned visitors into active participants, creating a shared moment of creation rather than simple consumption. An inclusive approach that brought together industry professionals, community members, and end consumers.

The Impact: Engagement Through Experience

The outcome confirms a broader trend: audiences are seeking meaning and authenticity.

• The Insight: “Experiential retail creates stronger emotional engagement than traditional formats,” Kevin notes. The positive response and interest in personalization show that participants value being involved.

• What’s Next: The evening validates the brand’s direction: continuing to invest in interactive activations that combine product, culture, and experience. And if you missed the event, a follow-up is already under consideration.

With "Ce n’est pas un événement" Wooden Store shows that a modern brand must be experienced. By prioritizing interaction and craftsmanship in the heart of Paris, the brand forges lasting connections with its community and B2B partners.

A vision of retail centered on experience and human connection—shared by the agency.