JOE & THE JUICE partnered with Copenhagen-based fashion brand HELIOT EMIL to activate during Paris Men's Fashion Week — transforming its store on Rue Marbeuf into a full black takeover.

Founded by brothers Julius and Victor Juul — both former JOE employees — HELIOT EMIL is known for its subversive Scandinavian aesthetic and obsessive attention to craft. The collaboration brought the two brands together around a shared focus on quality and experience.

The store was dressed entirely in black: custom window vinyls, a black menu, black cups and sleeves, and a limited-edition Black Iced Latte built on black sesame syrup and raw cacao — developed specifically for the occasion.

The centrepiece of the activation was the unveiling of a custom-designed La Marzocco espresso machine, created for the collaboration and inspired by HELIOT EMIL's Industrial Elegance aesthetic. The machine anchored an immersive showroom experience built around JOE's specialty coffee offering.

The activation launched with a breakfast gathering on June 23rd, coinciding with the opening of Paris Men's Fashion Week.

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