Last week, the long-awaited Marc by Marc Jacobs store opened on Paris’ Place du Marché Saint Honoré. The two entrances to the adjoining stores are tucked away in the marché’s west corner behind a discreet dark blue façade, but that didn’t stop scores of eager buyers from descending upon the new retail outlet. Offering the brand’s menswear and womenswear collections as well as accessories and selections from the Special Editions line, this is the first store for Marc Jacob’s secondary line in France.

A mannequin in the women’s window wearing a light raincoat and standing on a bed of roses provocatively bids female clients to come in and shop. And, of course, French girls are going crazy to finally buy a piece of Marc Jacobs—even if it’s just from his inexpensive diffusion line. We saw pretty young things grabbing at €5 MJ necklaces, €17 “Marc Jacobs loves everyone” t-shirts and an assortment of other affordable knick-knacks. Meanwhile, the men’s boutique is slightly smaller and filled to the brim with scarfs, bags, jeans, gloves, key-chains, umbrellas and shirts.

Like all Marc Jacobs boutiques, the 225m2 space was designed by Stephan Jaklitsch, who is now well-known for his cool and unfussy architecture. Upon entry, a giant swan-shaped display—imported from Boston—majestically holds a load of inexpensive quilted PVC tote bags. A wall decorated with a mosaic of shell-shaped MJ cosmetic cases leads to a big glass chest with watches, purses, perfumes and other fun accessories. While the streamlined Christian Liaigre benches display a fine selection of art and fashion books, shop assistants fly around the blue resin floor, filling up bazaar-style metal buckets with cheap plastic products.

Away from the traditional retail avenues, the Place du Marché Saint Honoré, is a central but somewhat hidden market square that was one occupied by a multi-story car park. Now a huge glass construction with offices, showrooms and galleries, the building is surrounded by boutiques and wine bars. Located between the Opera and the Louvre, the area is touristy, but not so much that you won’t see Parisians strolling around or having lunch on one of the sunny terraces that overlooks the transparent glass jumbo.

Shop address: 19, Place du Marché Saint Honoré 75001 Paris

—Nora Baldenweg