Canadian brand Want Les Essentiels explores pop-up retail with Fred Segal on Sunset

When brands choose to launch a pop-up experience, many might opt to rent out a space designated for pop-up events for a period of time. However, Want Les Essentiels, the Canadian brand focusing on creating sustainable pieces featuring minimal design, chose to set up (pop-up) shop inside the doors of Fred Segal on Sunset in Los Angeles.

According to Christine Charlebois, the creative director behind WANT Les Essentiels, the decision to do so comes from working with a brand that supports her own. With that in mind, she shares more about the in-store pop up with Fred Segal, creating a presence in Los Angeles, and what consumers can expect from the brand next.

See the full interview below.

Tell us about Want Les Essentiels, and how it came to be what it is today.

Founded in Montreal in early 2007, Want Les Essentiels provides timeless pieces designed to move throughout your every day. Want Les Essentiels is rooted in the belief that sustainable design exists where function becomes an expression of form. From a considered interior construction, to premium materials, every product is crafted with intention and care.

In 2019, Want is continuing to push the boundaries of minimal design. We are looking to dig into the sustainability aspect of the brand experience – from design, to production, we are setting goals for continuous improvement.

Your first pop-up shop is at Fred Segal in Los Angeles. You already have retail locations in New York and Las Vegas, with multiple locations in Canada — can you tell us about the decision to open up a pop-up shop?

It was our first shop-in-shop experience, and a pretty fun one! The team at Fred Segal Sunset is so welcoming, helpful and seemed just as excited as we were to partner together. The idea came when we met in Paris during Men Fashion week, talking about how important this AW19 Collection was for us with a new Creative Director and new design direction. Fred Segal really wanted to support and underline the important moment for the brand with a full experience in-store.

Why did you choose Fred Segal to host the WANT Les Essentiels pop-up?

Fred Segal Sunset is fresh, playful and not afraid to support new ideas. They are so supportive of the brand and knowing that it was my first official collection, were excited to partner with us on our first shop-in-shop.

Is there a connection between the pop-up shop and its location with the latest collection?

The newest collection's inspiration is how nature can effortlessly take over man-made structures. Los Angeles is a city that was attractive to us because of how everyone approaches having a healthy lifestyle with sustainable, forward thinking values.

Are there any plans to expand further with permanent locations in Los Angeles or elsewhere on the west coast?

Our shop-in-shop at Fred Segal Sunset is the largest presence we've had in Los Angeles. We thought it would be the perfect way to be introduced and get a sense of how the product would be welcomed in this market. We feel very fortunate to be undertaking this adventure with such a respected partner in Los Angeles.

In terms or both product and retail, what can consumers expect from Want Les Essentiels in terms of the upcoming seasons?

Want is becoming a lot more organic and flexible in terms of the design and direction it is taking. The brand is revisiting the way it would traditionally create product – through its process of placing focus on creativity and design.

We are also planning on expanding into the ideals of each of our pillar collections: City (versatile pieces for day-to-night), Architecture (our leather range that emphasizes craftsmanship and our traditional roots) and Travel (which are our core styles in our heritage organic cotton).

Our focus, now more than ever, is to make well-crafted, sustainable and purposeful designs accessible to a larger market.

Images: Courtesy of Want Les Essentiels