We’ve talked about nothing but Vertbois for the last two weeks. And with good reason. Having just opened our pop-up shop there, this neighbourhood – that covers Rue Notre-Dame-de-Nazareth, Rue Vaucanson, RueMontgolfier, Rue Volta and Rue du Vertbois – is the focus of all our attention. To understand what’s at stake, which is more complicated than opening yet another pop-up shop, you need to meet Sakina M’sa and Lionel Nicolas, the founders of the Vertbois collective. Two personalities who have united local stakeholders around a shared ambition – that is to say, inspiration, excellence, savoir-faire and also the concept of ‘Made in France’ – to make the Vertbois neighbourhood (between the République and Arts et Métiers Metro stations) a go-to place once again. To transform the virtually empty streets of this little bit of the third arrondissement into a genuine epicentre of Parisian inspiration and creativity seemed like a fantasy a few years ago. Now it is a reality. Businesses, young designers, brands with an already established reputation, investment funds: all are working under the impetus of the Vertbois collective to increase the number of projects and reveal the amazing potential of a place where people consume “differently”. You only have to take a look at the People Of Vertbois blog to realise just what’s going on. Here, embodiment is one of the solutions chosen to overcome the evolution of the paradigms of the retail trade. When the physical and the digital combine, a whole neighbourhood comes back to life. A carefully curated image, designed to show that Vertbois really is there. Taking action and living each and every day. A detour in pictures by Front de Mode, Sakina M’sa’s activist and committed boutique, a metaphor – like The Place to Get Inspired -for the very best that everyone envisages for Vertbois.