Fashion Week: A major fashion house opens its wellness drinks pop-up at Place des Vosges

Luxury goes bottled. Until June 28, 2026, Balenciaga is setting up its wellness counter on the Place des Vosges, where protein smoothies, functional drinks, and snacks take precedence over clothing.

After the it-bags, the it-drinks? June 26–28, 2026, Balenciaga takes over 10 place des Vosges, from 9am to 6pm, with a pop-up built around its new TechWear line. But here, there are no garments to browse: the collection mainly serves as the backdrop for a temporary space where functional drinks and protein snacks take center stage, in territory already well trodden by others, echoing moves like Yves Saint Laurent Beauté and its experiments blending lifestyle, coffee culture and brand universe.

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Inside, the styling channels sports training vibes with Balenciaga-branded gym equipment, a nod to the TechWear line crafted to move with you thanks to technical, breathable, and quick-drying fabrics. On the other hand, the collection is not shown on site.

The true heart of the pop-up sits behind the counter. Three smoothie recipes boosted with marine collagen, cordyceps, or ashwagandha, available at €12, sit alongside three pressed juices—detox, antioxidants, vitamin C, or hydration—priced at €10, while coconut or chocolate protein bars round out the offer, also at €10 each. Everything is pay-to-play, and the prices clearly reflect the premium vibe the brand embraces.

The space remains fairly tight and can quickly fill up during busy periods. Two small terraces equipped with a few stools let you enjoy your drink outside, but many will probably prefer to settle on the lawns or benches of the Place des Vosges, just a few meters away.

At its core, the experience will likely appeal to brand loyalists or curious visitors eager to photograph the setting for social media. For everyone else, it’s hard to call this a real novelty: Paris is full of places offering this kind of drink, often at more accessible prices. So the pop-up’s appeal lies less in its beverage selection and more in its Balenciaga-inspired styling, engineered for image-conscious branding.

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This test was conducted as part of a professional invitation. If your experience differs from ours, please let us know.