how Lena Situations made its pop-up stores an unmissable event

For the fifth time in two years, influencer Lena Situations launched a pop-up store this Friday, December 13 in Paris. A concept that still appeals to fans, many of whom attended the opening of the pop-up store.

The postman arrived. Officially announced on Instagram on December 8, the new Lena Situations pop-up boutique opened its doors this Friday, December 13, at 10:30 a.m. at Bonjour Bichat, a Parisian café.

After the “Room service” for its first edition in 2022, the “Chalet“, then the “Pool“and finally the “Camp” in the summer of 2024, the Mahfouf Hotel is unveiling a new location, this time in collaboration with Tinder: his post office box. In June, the influencer with 4.7 million subscribers on Instagram also took over the Champs Élysées for another boutique within the Adidas Store.

A line as far as the eye can see

So six pop-up stores in two years. But nothing to tire of fans of the videographer. The Parisian pop up store has not yet opened. However, several dozen meters of queues extend onto the sidewalks.

Lena (not the one you're thinking of!), a 24 year old fan, arrived at 6:30am. The four hours of waiting and the cold have far from dampened his enthusiasm. Lorraine came alone. But she immediately made friends with other members of the community. “There’s a great atmosphere. We got to know each other, we talked and we realized that we have a lot in common,” she smiles, brimming with enthusiasm.

And this is not the young woman's first pop-up store. It’s simple, she hasn’t missed any of the Parisian pop-up shops. “We feel a real evolution in its stores over time,” marvels the woman who proudly wears a pink fur bucket hat, from the previous Hôtel Mahfouf clothing collection.

This is also the case for Juliette. With her two friends, the young woman traveled from Rouen to attend the opening of the store.

“We took the first train at 6 a.m. to be early,” she admits, wrapped up in her light blue coat. “It’s our ritual. As soon as a pop-up opens, we make the trip with friends.”

“A great source of inspiration”

While the videographer's team works to perfect every little detail inside the store, the crowd waits quietly. Noélie, for her part, tries to catch a glimpse of the decor through the crowd of fans in front of her. “I’m so happy, I’ll finally be able to see her,” she sparkles. The student holds tightly Always morethe book written by Lena Situations. “I hope she can sign it. She really impresses me. “She is always honest and shows us both her successes and her failures. It feels good.”

It is precisely the authenticity of the influencer that has won over her fans. But also “his positivity and his kindness.” “She’s a hard worker and a great source of inspiration,” observes Lise, 19 years old.

“She started all alone in her room and now she is at the Grévin museum, she was invited to the MET Gala… Look: there are hundreds of us just for her.”

“I admire her too much. It’s really incredible what she has accomplished,” says Lorinda, 21 years old. The young woman, who studied to become a costume designer, is also considering going to fashion school next year… like the influencer.

Lena Situations, Léna Mahfouf real name, started sharing videos in 2017 on YouTube. She shares fashion and lifestyle videos there. But it was her August vlog concept that got the videographer off the ground. In fact, for seven years, she has been filming her daily life and publishing one video per day throughout the month of August. She shares her life without filter, between small moments with friends, personal difficulties and trips to the other side of the world. A real success. His YouTube channel is close to 3 million subscribers. His Instagram account boasts 4.7 million subscribers.

“We are totally immersed in the universe”

A few minutes before the opening, the crowd is getting impatient. “Do you think there will be Lena?” “I saw her! I saw her, she's in there.” When suddenly, their idol comes to meet them. Screams begin to be heard. “I don’t believe it, it’s her!”

In front of a horde of phones aimed at her, the star of the day wants to say a few words to them.

“It’s a quiet moment, to settle down, to write to the you of the future,” she explains. “I hope you can take some time to think about yourself. Because the holidays are Mariah Carey time, but it can also be difficult.”

Lena Situations barely has time to cut the ribbon before around twenty fans rush into the influencer's Christmas den. Everyone seems amazed. On the program, this time, a warm atmosphere, pastel colors and teddy bear patterns cover the walls. Fir branches strew the tables. And of course, Christmas carols play on a loop in the background.

Some decide to sit at the bar, to chat with friends or buy a matcha. Others seem very concentrated, seated around large wooden tables. What appeals to fans is the second room of the place, dedicated to the boutique. Sweaters with bear patterns, pink socks or colorful pens are meticulously arranged on the shelves. A fake little room in pastel colors was even installed for the occasion.

“It’s magnificent,” says Laura, observing the huge green mailbox, surrounded by fir branches. “It’s really nice. We’re totally immersed in the world of the holidays,” says Zoé, 21, with a pink bag in hand. She has just bought one of the new Christmas sweaters from the Hôtel Mahfouf brand.

From virtual to real

Indeed, as in previous years, visitors can eat and purchase new pieces from the Lena Situations clothing collection. But what creates a sensation is the possibility of placing letters in a giant postal box to send to yourself in order to receive them in a year, and thus look back on your past year.

Morgane, 26, has just submitted her letter.

“I wrote it to my little sister. It's a real moment of introspection. We don't necessarily take the time to write. We're so busy with work, friends… It's good to sit down and forget about the screens for a little while.”

For her part, Lorinda wrote her letter as soon as she arrived in the store. “It wasn't easy to find the words. You have to find the inspiration, but it's been a difficult year for me, so it was important.”

A few steps away, the presence of Lena Situations, her father and her friends Solène and Marcus delight fans. The small team takes selfies with the visitors, sometimes very emotional. “It's crazy to meet her. To be able to get closer to her and cross the screen, it's interesting. You see what happens in the vlogs, but in real life,” says Sarah.

At noon, the queue is still long. But let the fans rest assured. The store is open from December 13 to 15 in Paris. It also relocates to Lyon, from December 20 to 22.