«When making our choices, we don’t think: is it going to sell now, but rather: will it be relevant in the future?». A talk with owners Olivier Amsellem and Charlotte Brunet
A clothes and fashion accessories store in the heart of Marseille founded in 2013. The idea of a new retail and concept store materialized when the two owners, Olivier Amsellem and Charlotte Brunet met, the same year as Marseille became the European capital of culture. Amsellem, never imagined himself being involved in business, describing himself as a photographer above all, whilst Brunet had a marketing background. In the words of Olivier and Charlotte, they had the will as well as the desire to unite their skills and «reinvent a business with a soul», to present a collective offer of art and fashion designers.
A former butcher’s shop
Jogging was originally a butcher’s shop. On entering the store, customers can still see the old butcher’s display, the shop window, the front, the marble where the pots that held the stewed beef were placed. Then designer David Dubois standardized the space using a single material, wood. The interior features works by Antoine Boudin, who collaborated for the realization of a cabin, whilst Jean-Baptiste Fastrez designed a mirror which is a unique piece. Over time other artists have intervened, like Alexandre Benjamin Navet for a fresco in situ.
A selection of young designers
Jogging offers a diverse range of products from young designers such as Constance Guisset, Francois Azamburg and Jean-Baptiste Fastrez to well established labels such as Raf Simons and JW Anderson. Jogging also sells a rare choice of major representative items designed in the 20th century including: Le Corbusier, Charlotte Perriand, Georges Jouve and Pierre Jeanneret. Amsellem articulates Jogging’s philosophy: «When making our choices, we push ourselves where nobody goes – we don’t think: is it going to sell now, but rather: will it be relevant in three or four years? When we started selling Jacquemus, nobody knew what it was or who he was. He is the only person today capable of humanizing an e-shop and an online business, because he tells his life story».
Creating a sense of community at Jogging Marseille
Both Amsellem and Brunet employ their expertise and taste to the table. Amsellem recently ran an ad campaign featuring images of their clients and titled it: ‘Retail is Life!’. The popularity obtained by Jogging derived from its ability to create a sense of community, as well as its selection of brands and items that no other store in Marseille offers. «We were touched by the testimonials that reached us during our live shows and whilst the store was closed. We realized that some people count on our presence in their life, they feel represented by our products and attitude».
The impact of Covid-19 on Jogging Marseille
The pandemic allowed Jogging to realize their role as a social vector for people. This went beyond that of a mere business. Rather than dying and disappearing, it strengthened its connection. In turn, the customers’ connection went back to the local and international community. «We are planning to turn our engagement in social initiatives into one of our focal points. So as to give back to our community. For example, we lent our premises to flower growers in need of help to save their farms. Without asking for any compensation». Amsellem and Brunet conclude. «We have reimagined our philosophy and have reinvented our goals and direction. We are celebrating our fifth year of existence, and the idea of renewing ourselves is part of our DNA».
103 Rue Paradis, 13006 Marseille, France
Jogging is a clothes and fashion accessories store opened in 2014; Founded by Olivier Amsellem a photographer who has been working in the fashion world since the 1990 – and Charlotte Brunet.