TIME OF SEPTEMBER 13

ARTICLE PUBLISHED IN THE FINANCIAL TIMES ON SEPTEMBER 13

"Olivier Amsellem is a cultural mastermind for newcomers to Marseille. The concept store, garden restaurant, houses, and art gallery he runs in the city, all grouped under the name Jogging, have become a haven for the fashion jet set, many of whom arrive directly from the airport, suitcases in hand, and return several times during their holidays. When Chanel held its latest cruise show in Marseille in May, Jogging was invited to host a tarot reading in one of its houses. Amsellem was approached by Radio Chanel as a 'Marseillais and figure of the local scene.' Since opening as a retail space in 2014 in a former butcher shop on Rue Paradis, Jogging's curated selection has attracted aesthetes from all over the world. 'Jogging is actually the gateway between Marseille and the world,' explains Guillaume Monnet, a local chef who recently completed his residency at Jogging's restaurant (one of 18 summer residencies)." “Even when I lived in Paris, I knew I’d always find something cooler at Jogging,” confirms Taeri Grace, an influencer who has been a customer for years. “The first thing all my fashion influencer friends from around the world want to do in Marseille is go to Jogging.”

They come for Amsellem's selection. Jogging is probably the only place in the south of France where shoppers can find Jacquemus, Lemaire, District Vision, and Courrèges sold alongside Astier de Villatte candles and Asics and Salomon sneakers. Amsellem was a fashion photographer in Paris, assisting Paolo Roversi and Jean-Baptiste Mondino, among others, before returning to his hometown in his late forties. He says he buys "like a stylist. I don't want to mix and match. I want a complete look."

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A confidently curated selection. “Rabanne isn’t the easiest brand to sell,” says Grace, “but Olivier has given it a prominent place”—and indeed, he finds it sells very well at Jogging. Inside, Helinox camping chairs (from €110) are displayed next to a Jacquemus evening gown, which sits near MothTech T-shirts with holes from the Parisian running brand Satisfy (€120). The latest Adidas model by Wales Bonner in vibrant colors (from €175) is positioned opposite a display of white ceramic vases and candlesticks by Astier de Villatte and near Vibram foot massage balls (€40). This summer, Amsellem is particularly interested in Puma, notably the re-release of its SpeedCat sneaker and a new collaboration with Coperni for square-toe shoes. "You won't find this anywhere else in France," he says, "and even less so in the south."

The goal has always been to serve tourists. Jogging was born after Mr. Amsellem and his co-founder, Charlotte Brunet, worked together on Marseille's campaign as European Capital of Culture in 2013. "When we opened, all the other shops in Marseille closed in August," recalls Mr. Amsellem. "We were the first to say, 'We're open.'" Today, the summer months remain the best for business, although Mr. Amsellem, who has been designing the official scarves for Olympique de Marseille football team since his teens (his father ran the club shop), admits he would like to have more local customers.

Major retailers worldwide are paying close attention to Jogging's moves. In July, just days after Amsellem announced on Instagram that Jogging would be the first retailer of the Korean beauty brand PinkWonder, PinkWonder's sales team received a call from Le Bon Marché in Paris, the world's oldest department store, requesting a meeting. "I'm the home store for many brands," Amsellem says proudly, citing Jacquemus, Anthony Vaccarello, and Blumarine as brands he stocked when few others would have.

Next, he wants to tackle the biggest fish. "I'd like to get into the high-end market—Prada, Loewe, and Miu Miu—and that's a whole different ball game." But he can take stock of a plan he's already implemented. "My initial vision was to make this city international. To invite the world to Marseille." Ten years later, a week in the city has become an unmissable event for the fashion world, and other aesthetically minded Marseille venues, such as Tuba Club, L'Épicerie l'Idéal, and La Mercerie, have followed suit. "It works," he jokes, "because people who are better than me and have more money are doing it. And together, we are a force."