The Milia Matcha Samaritaine pop-up welcomes the public from October 3 to November 1, 2026, every day from 11 a.m. to 7 p.m., on the ground floor of the Nouveau Bâtiment in Paris. Founded by French creator Andie Ella, the brand offers Matcha Banana and Matcha Vanilla drinks, among others. Its permanent corner remains accessible after the temporary bar closes.
Where and when can you visit Milia Matcha at Samaritaine?
Milia Matcha Samaritaine is located at 9 rue de la Monnaie, Paris. According to La Samaritaine, the pop-up is open from October 3 to November 1, 2026, every day from 11 a.m. to 7 p.m., on the ground floor of the Nouveau Bâtiment. The permanent corner remains located in the Beauty Space on level -1.
Les deux implantations ne remplissent pas la même fonction. Le bar éphémère crée un rendez-vous limité dans le temps autour de la consumption immédiate, tandis que le corner offre une continuité commerciale. Après le 1er novembre 2026, les visiteurs pourront donc toujours retrouver Milia Matcha dans le grand magasin.
| Retail format | Location | Published period and hours | Marketing function |
|---|---|---|---|
| Pop-up bar | Ground floor of the Nouveau Bâtiment | From October 3 to November 1, 2026, from 11 a.m. to 7 p.m. | Create an event and let visitors sample the drinks |
| Permanent corner | Beauty Space, level -1 | Permanent presence in 2025-2026; store open from 10 a.m. to 8 p.m. in 2026 | Ensure the brand remains available after the activation |
This setup addresses a common weakness of creator pop-ups: attention often disappears along with the décor. Here, the traffic generated by the opening can be redirected to a lasting point of sale. Scarcity attracts visitors, then the permanent presence takes over.
What does the Milia Matcha Samaritaine pop-up offer?
In 2026, the Milia Matcha Samaritaine pop-up highlights two drinks, Matcha Banana and Matcha Vanilla, along with vanilla and matcha entremets. La Samaritaine presents the activation as a temporary bar dedicated to Matcha Banana, with an offering designed to be consumed and photographed on-site.
Choosing a short menu makes sense for an event activation. It makes the offering easier to understand, reduces hesitation at the counter, and gives social media communications an immediately recognizable product. A pop-up should not reproduce an entire catalog: it should bring a strong idea to life.
Socialrama also reported in October 2026 that the first 100 visitors during the opening weekend were to receive a tote bag and a sticker sheet. This information comes from a third-party media outlet and does not constitute an attendance report. The mechanism is still interesting: a limited quantity encourages people to arrive early and provides items likely to appear in visitors’ content.
How did Andie Ella move from content to a store?
Andie Ella founded Milia Matcha in 2023, and the brand then combined sales, pop-ups, and a permanent presence at La Samaritaine in 2025-2026. L’Annuaire des entreprises confirms the creation of MILIA MATCHA SAS on October 30, 2023, while the brand dates its commercial launch to November 2023.
A creator-led brand is a brand whose initial distribution relies on a creator’s audience, editorial codes, and ability to embody the brand. Milia Matcha illustrates this transition: content no longer serves only to promote an advertiser’s product, but to establish a proprietary universe in a recognized physical location.
The case goes beyond one-off product placement. It aligns with the logic of co-creation between influencers and brands, with one major difference: here, the creator owns her own brand. Control over the product, narrative, and retail experience is therefore broader, but so is the commercial risk.
In the field, a store provides something a video cannot: sensory trial. Color, texture, preparation, and taste become potential content. Honestly, a visually appealing food product is particularly well suited to this transition from feed to counter, provided service is smooth enough not to undermine the experience.
Can the success of the Milia Matcha pop-up be measured?
Le succès commercial du pop-up Milia Matcha Samaritaine ne peut pas être établi indépendamment au 21 octobre 2026. Aucune source publique examinée ne fournit les trois indicateurs nécessaires : nombre de visites, conversion des visiteurs en acheteurs et taux de réachat. La visibility sociale ne remplace pas ces données retail.
Milia Matcha states that its previous one-month pop-up at La Samaritaine served more than 30,000 drinks in 2025. This figure was published by the brand, with no independent audit disclosed. It may indicate significant volume, but it provides no information about average basket size, margin, or the share of new customers.
To properly evaluate such an operation, three KPIs must be defined before opening:
- Store visits: In 2026, count unique entries to the pop-up, distinguishing, where possible, between the launch, regular days, and weekends.
- Visit-to-purchase conversion: Divide the number of transactions by the number of visitors during the same time period, without confusing drinks served with distinct buyers.
- Repurchase: Track customers who order again after their first visit, using a customer account, a code assigned to the pop-up, or a loyalty program compliant with the GDPR.
Views, mentions, and user-generated content remain useful for measuring reach. But reporting must connect these signals to sales, as in any serious approach to measuring influencer ROI. Without this connection, what is primarily being measured is the buzz around the opening.
What lessons can be learned from a creator-led pop-up?
A creator-led pop-up performs better when content, location, featured product, and data collection all pursue the same objective. In 2026, Milia Matcha Samaritaine combines an identifiable flavor, a limited duration, and a permanent corner. This continuity turns the event into an entry point rather than an isolated operation.
First lesson: content must prepare for an observable action. A video can announce the address, show the product, and specify the date, then an on-site post can direct visitors to the permanent corner. Each deliverable deserves a specific role; a production checklist for creators helps avoid omitted hours, unusable shots, and contradictory calls to action.
Second lesson: do not confuse a line with loyalty. A limited offer or a gift for the first visitors may concentrate launch traffic without proving that customers will return. In this niche, it is better to track a small group of new buyers for several weeks than to publish an impressive total without a methodology.
Enfin, la transparence reste nécessaire lorsqu’un créateur publie sur sa propre marque ou lorsqu’un autre influencer reçoit un produit, une invitation ou une rémunération. La loi française du 9 juin 2023 encadre l’influence commerciale, et la DGCCRF comme l’ARPP donnent des repères sur l’identification du caractère publicitaire. La relation commerciale doit rester immédiatement compréhensible.
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FAQ about Milia Matcha and Andie Ella
Who created Milia Matcha?
Milia Matcha was founded in 2023 by French content creator Andie Ella. MILIA MATCHA SAS was established on October 30, 2023, according to the Annuaire des entreprises, and the brand states that it launched its commercial operations in November 2023.
Will the Milia Matcha corner remain open after the pop-up?
The permanent Milia Matcha counter remains accessible in the Beauty Space on level -1 of La Samaritaine after the pop-up closes as scheduled on November 1, 2026. In 2026, La Samaritaine’s general hours are 10 a.m. to 8 p.m., Monday through Sunday.
What products can you taste at Andie Ella’s pop-up?
In 2026, Andie Ella’s pop-up offers Banana Matcha and Vanilla Matcha drinks, accompanied by matcha and vanilla desserts. Exact availability may depend on stock and the timing of your visit.
How many visitors attended the Milia Matcha pop-up in 2026?
No independent attendance figures for the Milia Matcha 2026 pop-up had been published as of October 21, 2026. The available public data also do not make it possible to verify the conversion to purchases or the repeat-purchase rate.