La Samaritaine is rejuvenating its image with brands that target Gen Z, through a new space dedicated to sneakers, pop-ups (K-Way, Rains) and a collaboration with the denim manufacturer Levi's. Owned by the luxury group LVMH, Samaritaine has relied on a luxury positioning and oriented its strategy towards wealthy international clients. A strategy which suffered from the Covid crisis and the impossibility, especially for the Asian clientele to travel, as initially planned. The new space is located on the first floor of the Rivoli building. It features  brands like New Balance, Autry, Axel Arigato, Veja, Dr Martens, Clarks, Hoka, Vans, Birkenstock, Asics, Salomon, but also socks and shoe care products.

On the ground floor of the Rivoli building, K-Way unveils its universe in a pop-up presenting the R & D collection. To inaugurate this space, the rainwear brand invited contemporary artist Mambo to draw a fresco in the colours of the season. From October 3 to 31, 2023, inspired by surrealist artists of the early 20th century, Rains explores a pop-up design that defies reality. As if out of nowhere, stones climb the walls of the installation, creating unexpected shelves for bags and accessories. Above, the stones appear to levitate ‘as if possessed by otherworldly forces.’