September 8 2021  |  Retailers

Samaritaine Paris Pont-Neuf by DFS celebrates year 150+1

By Wendy Morley

In true French style, every weekend brings troupes of artists, who create the spirit of Samaritaine’s famous advertisements of the past with a combination of burlesque acts from performers dressed as peacocks, town-criers, balloon-girls and majorettes

DFS might be have just reopened its newest store in the historic La Samaritaine building in Paris — called Samaritaine Paris Pont-Neuf by DFS — but this did not stop the retailer from celebrating the building’s 150 + 1 birthday after a year-long delay caused by the Covid-19 pandemic.

Inside the store, the Prada Glow installation is an exclusive and interactive experience brought to life through light and color. The four showcases feature a three-dimensional trompe-l'oeil displaying views of the set from the Prada Fall/Winter 2021 show, enriched with neon lights. A video floor connected to a lantern inspired by the geometry of the Prada triangle rises up through the floors, its changing colors visible from all directions. A selection of exclusive items from the brand’s ready-to-wear, leather goods and women's accessories ranges also feature throughout the installation

To make up for lost time the store will feature a calendar of events, gourmet exclusives, collaborations, pop-ups and performances lasting for two full months, from September 2 to October 31. A dramatic unveiling of the department store’s windows kicked off the festivities on September 2.

On the Rivoli side, the windows feature multicolored neon displays. On the Pont Neuf side, new light installations are part of an exclusive collaboration with Prada

Artist Elsa Muse has designed a towering birthday cake modeled on an early animation device known as a zoetrope. The cake slowly turns, telling the history of the store through sugar figurines representing its emblematic yellow shopping bags, spirited sales staff and more. Topping the cake are the store’s founders Ernest and Marie-Louise Cognacq-Jaÿ, who first opened the store in 1870

Each Saturday at 4pm, customers will be offered edible versions of the birthday cake.

Digitally, the celebrations continue with art historian Margaux Brugvin, who will take over the store’s YouTube channel to highlight moments in the store’s history and discuss its artistic elements with contemporary artist Antonin Hako.

Michelin-starred chefs, pâtissiers, mixologists, baristas and bakers have all come together to celebrate with flavours. Seen here, Matthias Giroud from the Voyage restaurant-bar and Jérémy Del Val from Maison Dalloyau together will unveil an original box set of cocktails and “haute couture pastry”

Finally, the quirky Loulou Boutique will feature iconic products from jewelry to fashion to bicycles and skateboards, while a wheel of fortune will be spun each day to reward shoppers with gifts and treasures to share in the bounty of Samaritaine’s birthday.

Among a cornucopia of quirky products, Loulou boutique offers the “message in a bulb,” in this case celebrating Paris

“La Samaritaine has brought joy, excitement and discovery to Parisians for over 150 years, so it is fitting that we celebrate this wonderful store’s birthday with the same abundance that she has shared with us. We look forward to celebrating again when our customers around the world are able to visit Samaritaine in person,” said Benjamin Vuchot, DFS Group Chairman and CEO.

Brand News

September 21 2021

Victorinox enters cruise market…

​Starboard Cruise Services’ new Crystal Endeavor is the ship to welcome Victorinox in its cruise industry debut

By Wendy Morley

September 20 2021

FOREO returns to the skies & completes…

​Due to their efficient size, power-packed charges and long list of benefits, FOREO products have long been cited as indispensable…

By Laura Shirk

September 15 2021

Rodenstock x CDFG present promo…

​Rodenstock has continued its long-standing partnership with China Duty Free Group (CDFG) with a high-profile promotion at…

By Laura Shirk

September 15 2021

L’Oréal TR AP teamed up to host…

​L’Oréal Travel Retail Asia Pacific collaborated with Lagardère Travel Retail China and Hainan Travel Duty Free (HTDF) to…

By Laura Shirk

September 14 2021

Rituals re-launches The Ritual…

Rituals Cosmetics has re-launched The Ritual of Ayurveda collection in line with its goal to…

By Laura Shirk

September 14 2021

Butlers to return to TFWA Cannes…

Butlers Chocolates is preparing to reveal a number of delicious informal chocolate gifts at TFWA Cannes 2021 this fall. The…

By Laura Shirk

September 13 2021

L’Oréal My Beauty Apps recognized…

The 2021 Brandon Hall Group HCM Excellence Awards are given for work in Learning and Development, Talent Management, Leadership…

By Laura Shirk

September 9 2021

Molton Brown announces new hair…

Inspired by the brand’s heritage of creating natural hair care products in its original 1970s Mayfair salon, Molton Brown’s…

By Laura Shirk

September 9 2021

FOREO x Shinsegae launch promo…

​FOREO, has partnered with Shinsegae to launch a promotional campaign via Shinsegae Group’s online shopping platform SSG.com.…

By Laura Shirk

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap