Salomon is further planting its roots in Paris with the opening of an expansive new office and showroom.

Located in the heart of Paris ’ 10th arrondissement, the new 16,000-square-foot space spans multiple floors that will serve as a flagship creative and strategic center designed to accelerate the brand’s global impact, the company said.

Dubbed the “Paris Hub,” the Amer Sports-owned mountain sports brand noted that its new space aims to go “well beyond a traditional brand showroom” and act as an “experiential engine for brand expression” that will host global product launches, community activations, innovation dialogue and meetings with partners, athletes and retailers.

Guillaume Meyzenq , president and chief executive officer of Salomon , said in a statement on Thursday that

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