Brigitte Tanaka isn’t the adventurer of the latest action series. In fact, it’s a brand, and today it opens its doors...
Charlotte, Olivier, can you tell us about your background?
Before I founded Jogging, I spent 15 years working in the marketing field, and spent seven years putting together the european capital of culture, which took place in Marseilles and Provence in 2013. Jogging naturally fell within the scope of this major event, which transformed the region and helped the shared project with Olivier, Jogging, to make sense.
For my part, I’m a photographer!
How did Jogging come about?
The idea behind Jogging came from our shared desire to deliver a fashion, art and food concept in Marseilles, giving the city an innovative, avant-garde cultural home.
Why did you choose the name?
We invent and create nothing when we are alone. We have always reached out to artists. It was Marion Duclos Mailaender, a close friend and designer from Marseilles, who gave us the name and the idea for Jogging. It’s heavily influenced by 80s and 90s Marseilles, with its IAM, hip hop, and the Vélodrome stadium. We had this image of a boy in tracksuit bottoms and moccasins, with a Mao collar satin shirt open above a bare torso with a gold chain or a Cartier coffee bean chain necklace, with short, gelled hair and a hot Mediterranean girlfriend wearing a mini skirt, perched on top of a Honda Dax bike. The concept of happiness has a very specific meaning here, because it is linked to the idea that poverty in no way stops you from being happy.
What were the premises originally used as? How did you develop the design?
The property was originally a butcher’s shop. We embarked on a very ambitious project, then finally we decided (due partly to lack of funds, and partly by choice) to focus on l’Arte Povera. That is to say, we wanted to remove anything superficial and retain the building’s heritage, which suited the rustic, Mediterranean concept. For that reason, we kept everything from the butcher’s shop, including the name of the very talented former owner on the door. You wouldn’t have thought so, but it put us under a lot of pressure to live up to the standards of the butcher’s shop on the Rue Paradis! Certainly, it was the equivalent of Yves Saint Laurent after Colette!
Who handled the décor? What were your aims?
We wanted a very Mediterranean, traditional feel that would be far removed from all the clichés of a traditional shop with spotlights and decorations. We hate plasterboard and the way it’s used today. We would do anything to avoid covering up reality!
How do you choose the brands, designers and artists that you exhibit?
We chose our brands from young, emerging labels that didn’t have any presence in Marseilles at the time. There was never any question for us of doing what others do, but to innovate in everything that we do instead.
Let’s talk about the flavours. How did you create the restaurant?
Naturally, flavour is part of our life, and the cuisine takes us back to our roots. The place is magical: our cooks, our guests, and we all delight in being able to bring it to life.
How would you describe the world of Jogging and its philosophy?
Imagine the south and dream: everlasting love, overexposure to life, and the Mediterranean. Our guiding principle has always been motivated by the desire to completely redefine the concept of retail by putting lifestyle at the heart of everything we do. That lifestyle relates both to our brands, and our own, powerful identity. We are conscious of taking risks but we can’t complain about making less profit than 20 years ago, as other shops do. We take what we are given by our partners and customers, and by life itself!
Any upcoming plans or dreams?
Photography & Texts: Eve Campestrini – Translation: @thesocialitefamily