In celebration of Earth Day (April 22), Noah opened a pop-up residency in Galeries Lafayette Champs Élysées in Paris. Titled SOS, it includes a VR installation by photographer Michael Muller, artwork by Duke Riley, an exhibition space for magazine hot hot hot!, and an Apology Letter from Noah to France for our current president's idiotic denial of the environmental crisis facing the planet and America's role in it. Situated in six crowning glass boxes overlooking the newly-opened concept store designed by architect Bjarke Injel, Noah has sought to celebrate artists and ideas that provoke discussions of what's happening to our oceans and environment. The exhibition will be up until May 10th.

Into the Now, by Michael Muller, who we have collaborated with, is a chilling virtual reality underwater experience film that seeks to change people's perception of Great White sharks. By creating the first underwater stereoscopic cameras and traveling the globe, Muller brings the experience of actually swimming with these majestic, misunderstood animals to viewers in a way never seen before.

We Conquered Five Oceans and Seven Seas, Paris by Duke Riley,is a collection of plastic trash gathered from New York City beaches and transformed (via India ink, gouache and wax) into the artist's unique version of scrimshaw. The upcycled containers shamefully depict CEOs and lobbyists from the plastic industry--the eventual rulers of the sea once plastic waste has displaced all wildlife. Noah has been a fan of Riley's ever since he tattooed Brendon years ago with his art work and it is great to be exhibiting him now in 'SOS'.

The environmental publication Hot Hot Hot! highlights the challenges of tomorrow, explore the innovations, and make assumptions about our future. Environmental issues in the publication are treated with expertise, playfulness and poetry, developing different angles and point of views. The goal of Hot Hot Hot! is to a chance to raise further thinking in our world through a creative platform.

The Noah 'SOS' shop features a "Jolly Roger" tee that will be exclusive only to the Galeries Lafayette installation, along with Noah tees commemorating the work of Muller, Riley, and the "EARTH FIRST!" theme that will be available in store. 'SOS' will also feature Noah's SS19 collection and the the book Do Not Disturb by Raoul Shah, that includes the Noah Do Not Disturb sign.