global Launch of Arcane / League of Legends
arriving on Netflix
Burj Khalifa, Cremerie de Paris

Arcane global Launch at Burj Khalifa - Dubai
Cremerie de Paris N°1 & N°3 - Paris 2021 Nov 1 - 7
London Oxford Street 2021 Nov 6 - 9
Madrid 2021 Nov 8 - 11
Istanbul 2021 Nov 11 - 14
Singapore 2021 Nov 14 - 17
Los Angeles 2021 Nov 17 - 20


The Global Launch
Arcane is a TV series in the League of Legends universe.
After announcing the Series on the Burj Khalifa,
the World's largest Buidling
Arcane prepared 6 Pop Up Stores in major cities.

The Event was announced through beautiful hoardings
soon followed by magical interactive window displays.
The windows of Cremerie de Paris were so beautiful,
they outshined the ones of the nerby jewler houses
on Paris Place Vendome.
Piltover technology was animating the windows


The Morning of the Pop Up Store Opening
Jinx, a figure of the Video game came by
and destroyed the Pop Up Stores, one after the other.
Hours later when League of Legend fans arrived
to visit the Pop Up Stores, acces was impossible.

The launch was also accompanied by giant billbords
placed on buldings in other cities like Prague, Berlin or Moscow.

The event created a huge glabal buss on social media
and Arcane turend into 144 million engagements
and the N°1 most watched series on Netflix.




Creative people behind the global Arcane
x League of Legends Launch :

Brandon Beck, Nicolo Laurent, Alex Yee, Christian Linke, Shauna Spendley (Riot Games)
The Pop Up Stores are organised by
Sunny Borg, Alex Doe, Mark Baron, John Carss from We Are Collider




Olivier Scottoo and Nis Rousset from Atelier Nils Rousset
starting the decoration of Cremerie de Paris




League of Legends Windows
Link to 3D visit: VB.com/leagueoflegends/visit/


League of Legends Windows Opening Day
Link to 3D visit: VB.com/leagueoflegends/visit2/

Videos made at Cremerie de Paris


1m30 windows of the Hex Tech Expo (2021)


0:48 min Opening Day of the Hex Tech Expo by Cremerie de Paris (2021)


0:59 min from Chatelet les Halles subway exit 1 to Leage of Legends Hex Tech Expo (2021)


1:00 min Hextech Expo Stores Quick Look - All cities (2021)



Videos made at Burj Khalifa


3:08 min Arcane illuminating the Burj Khalifa Tower (2021)


Arcane World Premiere Opening cocktail in LA

1:00:00 The World Premiere of Arcane - live from Riot Games LA (2021)



Arcane on Instagram

View this post on Instagram

A post shared by Arcane (@arcaneshow)

View this post on Instagram

A post shared by Cremerie de Paris (@cremeriedeparis)

The League of Legends brand:

The Netflix brand:
coming soon





more company history coming soon
VB.com/

A Pop Up Store
in the heart of Paris
at a place young people love


Cremerie de Paris
is located on rue des Halles
facing the main subway exit Marguerite de Navarre
on the way to Samaritaine / Louvre.

The history of Cremerie de Paris
located in the Hotel de Villeroy Bourbon VB mansion
is liked to a mutitude of magical events.



The history of VB and of Cremerie de Paris
goes back to the year 1370.
Over a long period of time the Villeroys, food merchands
at the Paris les Halles food market,
become advisors of the Bourbons,
Kings of France.
Nicolas IV Neufville de Villeroy (1542 - 1617)
inherits the mansion.
Villeroy becomes a minister of the first Bourbon King, Henri IV (1553 - 1610)
His grandson Nicolas V de Villeroy (1598 - 1685) becomes
the teacher of the 3rd Bourbon King
young Louis XIV (1638 - 1715).


1671 When Louis XIV has the project
to build the Versailles Palace
he invites the Villeroy children to live there.
The Villeroys sell VB the Paris mansion
which now turns into a technology hotspot,
the Royal Postal Services
(ancestor of the French PTT and of our Phone Book of the World)

1986 A descendant of the old postmasters
initiates a relaunch of Telecom activites
around, VB, the old Postal mansion

Meeting Place of the World's most famous Brands



2015 The same place
hosted the launch of Metal Gear V by Konami .
contributing to make Cremerie de Paris become a
"Meeting Place of the World's most famous Brands".


All this might explain why 2021 august
Sunny Borg called from London
to organise a Pop Up Store that was completely
uniqur in the Cremerie de Paris history.




Press Articles:
Hexttech Expo view piltover technology
Hexttech Expo attacked by Jinx

for the time of the Pop Up ...
Arcane on the homepage of Phone Book of the World / PBof.com




Acces to the League of Legends Pop Up

En Metro / RER

use the new exit / sortie N°1 Porte Marguerite de Navarre
of the subway ChateletlesHalles.com/sortie1
Getting out of the metro you will see the
League of Legends Cafe Pop Up Store
located at Cremerie de Paris N°3

Global Post Expo Impact:


2021 ... The presence of League of Legends
at Cremerie de Paris was for one week only.
Construction started Monday 2021 Nov 1 at 8 am,
Disassembly was finished Monday 2021 Nov 8.

But the presence of League of Legends will last through time.
The event will continue to be seen around the globe ...
as Cremerie de Paris
has something unique.
not even a 10.000 m2 venue
on Champs Elysees or on 5th Avenue has.
It's not only a question square meters.

Cremerie de Paris is
a historic location
with a very long history.
Over 650 year
since 1370
connecetd to many
Kings of France
inventors, tech pioneers, designers and products.

Not everybody is interested in history,
but the Cremerie de Paris history
has a direct link
to the global presence
of the League of Legends event
through time ...

Back in 1671
Cremerie de Paris / the VB mansion
was the place where some pioneers
created the Royal French Postal Services.
The Postal Service ended in 1738
but Telecom returned in 1986
resulting in today's
Phone Book of the World





Videos of the Arcane event
is remembered on multiple pages
of Phone Book of the World.


Arcane is
on the homepage of Phone Book of America




Part of the long long Telecom history
is also
a Two Letter Domain,
one of the shortest dot com adresses of the web
VB.com, acronym for Very Beautiful
or for Villeroy Bourbon.

There are only 676 Two Letter Domains
mainly based in the USA or in Chine.

Only two "Two Letters"
are in France, one in Paris.
VB.com is the one and only Two Letter domain
in the hand of a Museum / Pop Up Store.

League o Legends can be accesed
via the ultra short VB.com...