As the opening of its first boutique in New York approaches, MARC-ANTOINE BARROIS unveils IRL IS BETTER, a campaign that invites people to slow down and return to what matters most: real life. True to the spirit of the Maison, this campaign reminds us that true luxury is first and foremost something to be experienced through emotion and lived moments.

Created with the communication agency Fred & Farid, the campaign borrows the codes of social media in order to encourage people to step away from it. Through simple messages displayed across the streets of SoHo, it invites passersby to look up, pause, and reconnect with the present moment.

Marc-Antoine Barrois has always championed the importance of human connection and physical spaces to share his creative vision. A boutique is above all a place for meeting, exchange, and emotion, where the universe of the Maison can be fully experienced.

« This opening is an invitation to experience the Maison differently, to let reality do what no screen ever can. »

In the heart of SoHo, the campaign took on a poetic form with Simon Royer, a violinist who performed in the street to invite New Yorkers to put down their phones and enjoy a moment of emotion, IRL.

With IRL IS BETTER, MARC-ANTOINE BARROIS celebrates a simple belief: some emotions cannot be captured on a screen. They are meant to be lived — in the street, in a boutique, in a human encounter.

Discover our posts around the“IRL is better”campaign on our Instagram account @marcantoinebarrois.