Amah Ayivi is an entrepreneur, part of the people who end becoming mixed up with their project. His project is called Marché Noir. It...
Urban sport has never been so popular! Sports centres are popping up everywhere and the list of runners in the Paris marathon is getting longer and longer each year. Some people like to go for an extremely effective approach with indoor cycling at Let’s ride, the place to be. Others prefer something a little less demanding and opt for running, aquabiking or pilates. Sports centres have gone all out to make both the activities and the coaches sexy, but what about what we wear to do our chosen sport? It’s not easy to find a great pair of trainers that not only do the job and are lightweight, but also look good when we’re not working out. Sport has become a a whole way of life and, based on that concept, Serendipity Sport is offering a full range of high-tech sports equipment and designer clothing alongside inspiring photos and design objects, almost like an art gallery. This brand, which brings together aesthetes, hardened runners and aficionados of board sports, gives us the chance to rediscover the world of sport in an elegant, modern and terribly seductive setting. Encounter with Lucie and Guillaume, the founders of Serendipity Sport.
Sport in the City, presentation of the Serendipity selection at Merci until 20th of February.
Lucie, Guillaume, could you introduce yourself?
We are a brother and sister duo. Friends, sportsmen and entrepreneurs.
After running Pressure Paris, a communications agency specialising in Luxury and Art for three years, I began a new project and Lucie joined a few months after. We challenged ourselves with the task of modernising the environment devoted to sport.
What is the concept of Serendipity Sport?
Serendipity Sport is a modern concept dedicated to sport. We have several different facets: Curation, Publishing and Consulting. We began the business with an ambition to offer a modern alternative to the existing multi branded sports stores that we believe are stuck in the 80’s. The idea is based upon a new retail experience devoted to sport. A modern place of life where sport is merged with Art, Design, Technology, Photography and Fashion. And the Consulting part revolves around the activity.
The story of Serendipity Sport is relatively new but we tried to give meaning to it as quickly as possible. We opened a space on Rue Saint Roch as a preview this past winter for a month. The space was modern, both Art Gallery and Concept Store committed to the idea of sport.
The idea of this small preview was to show our selection of international brands that are rarely present in France and to unveil our universe. You could find equipment, accessories, high-tech, magazines, books and art objects.
We then followed on with the launching of our our e-shop and blog. Also we recently collaborated with Merci Concept Store. A space was given to us as part of their event “Sport in the City” offering a selection of international brands with a focus to urban sport.
What are your favourite brands?
Oh a real question… Of course we have a few favourites that vary depending on the activity or sport. In terms of women’s brands, we particularly like Hugh Lucas and Monreal London. They are English brands specialising in luxury sportswear combining innovation and performance with a stylish approach. Another brand we currently love in this same spirit is Abysse, it was created by model and surfer Hanalei Reponty. The brand offers swimwear and wetsuits exclusively made from Japanese geoprene with modern adjustments on cut and fit. Finally a brand that we hold dear to our hearts and have worn product lines for several years is Patagonia. Simply enough, in addition to providing technical, durable and functional clothing, the brand channels respect for the environment and community values that we sincerely appreciate.
I totally agree with all that Lucie said. I would also add SansNom to that list too. It’s a promising French brand that is selling well, particularly in Japan! They have managed to develop a modern brand inspired by sport but with a clean aesthetic combined with timeless design and that is something we appreciate particularly.
How would you define the Serendipity Sport concept?
Serendipity Sport is more than a brand for us, it is a sort of ‘laboratory’ for sport. It’s a truly connected environment symbolising the meaning of sport but with different universes such as Art, Design, Style, Architecture, Technology and Photography. In addition to our work with brands we collaborate with artists, designers and photographers. These collaborations are very different but interrelated by a common starting point which is sport.
It is very important to us that sport is always the focus of our attention. But then we let ourselves be carried away by our various trips and meetings to set the tone of our curation. Another idea that is of prevalence is to make sure the selection is constantly changing and evolving through focuses for example. Aesthetics are important to us, we endeavour to offer a modern image that’s dynamic and cool at the same time.
Who does the brand speak to?
Our selection is international, mixed, precise but doesn’t exclude anyone ! So it addresses the majority, whether you’re 18 or 55 years old. A sporty person doesn’t only like sports,they are a modern and open-minded individual that also appreciates art, design and photography. We only transmit a different and wider idea of sports.
Our vocation is to find brands, products and talents and to stage them so that they can shine together. We address people that want to find a specific piece of equipment or a gift to do with sport that is out of the ordinary, whether it is the latest wireless headphones, a magazine or a series of black and white photos of surfing in Hawaii. Therefore, our main target is everyone that considers sport as his lifestyle.
We offer equipment and sport accessories that you wouldn’t find elsewhere. The bag and yoga mat « Mirz Yoga » is the perfect example of the product we like to find because it is difficult to find a nice one that you can leave lyiing around in the living-room and that you are not ashamed to carry in the street.
Any future collabs ?
We cannot unveil everything yet unfortunately but for now we are working on different projects for September 2016 in France and abroad. We hope to be able to communicate on it shortly but you will surely hear about us in atypical places very soon… this is also what serendipity is about !
We have been quite busy lately, with the end of our pop-up store at Merci, our e-shop update and the preparation of our future collaborations. I can give you a hint by telling you that something is planned for the end of 2016 in Japan … Arigato Constance !