Printemps unveiled a new logo and brand identity as it prepares to embark on its biggest marketing push in seven years in a bid to break even after years of coronavirus-related losses. The new-look Printemps was launched with a nationwide advertising campaign, with the tag line “Tout commence au Printemps,” which translates as “Everything starts at Printemps” but is also a play on the name of the store, which means “spring” in French.
A two-day Festival de Printemps, featuring music performances, food stands, street art, cheerleaders and other happenings, took place Saturday and Sunday, coinciding with the arrival of spring in the Northern Hemisphere. Meanwhile, the retailer unveiled eight new concepts, from beauty to vintage watches, at its Boulevard Haussmann flagship in Paris.
To launch its new brand identity, the Printemps flagship in Paris hosts a pop-up store in its atrium featuring 500 exclusive products in green, white and gold specially designed by brands including Loewe, Stuart Weitzman, By Far, Tod’s, Fred, Diesel, Clarins and Guerlain, among others. Last weekend, it unveiled a luminous floral design on its facade, due to remain in place for nine months, as well as immersive window displays, including two interactive windows equipped with digital sensors.
Inside the store, the sixth-floor restaurant, under its historic stained-glass cupola, has been reimagined as a beach club with rattan chairs, adjoining a new swimwear and homewares section. The menu will be updated every six months in collaboration with guest personalities, starting with food critic Elvira Masson.
On the ground floor of the men’s department, Printemps has partnered with coffee roaster Belleville Brûlerie on the Café Vert coffee shop, where all the plants are for sale. In addition, it’s opening a Mochi Mochi bubble tea concession. Elsewhere in the department store, the historic Maria Luisa concession, opened in 2009 by the late Maria Luisa Poumaillou, has been rebranded as L’Endroit featuring 35 brands, including eight new labels for spring. There is a new 2,150 sq ft section dedicated to items from previous seasons, segmented by color. New partnerships include a tie-up with Watchfinder & Co. on a selection of pre-owned timepieces, and a collaboration with Los Angeles-based digital fashion start-up DressX on a pop-up that will feature five products designed exclusively for Printemps.
In the Printemps Men’s store, Au Vieux Campeur, the cult Parisian shop dedicated to the outdoors, is moving outside its premises. A 400m2 area, organised along a route serving different departments – climbing, trekking, sea and bookshop – will showcase the comprehensive range of this allround specialist. A genuine climbing wall, 6 metres high, will also be installed in the same area.
Investing in the talent of tomorrow is another goal that Printemps has set itself. In partnership with «Campus Mode», which brings together the leading Parisian fashion and design schools in a mutual aid network, the store is dedicating a new space to students and young graduates. In this space, located on the 4th floor of the Printemps Women’s Store, ‘Ready-Up’ will take the form of three-month temporary pop-up stores. Young graduates will come to exhibit their work, take advantage of the sales area, as well as leading various conferences and interactive workshops.