At the beginning of November 2024, Parisian department stores – BHV Marais, Les Galeries Lafayette, Au Printemps, Au Bon Marché, La Samaritaine – are communicating on their Christmas windows. BHV Marais is the first to draw, and this for the first time since its takeover by SGM. The street show brought together influencer Lena Mahfouf, model Adriana Karembeu and an almost surprise singer, Marc Lavoine.
Wednesday November 6, 2024, the BHV Marais kicks off the Christmas festivities. A first since the department store was bought, in 2023, by SGM (Société des Grands Magasins). “This is the first year that we are inaugurating the BHV windows,” Frédéric Merlin, president of SGM, told FashionUnited. The BHV is the department store of Parisians and we wanted to offer them a big party and I think we succeeded in our bet.”
It all begins with a spectacle of rope access technicians coming down from the BHV Marais building, at the corner of rue de Rivoli and rue du Temple, to transform into immense luminous elves, twirling in the air. Matching (it's fair to say) with four other giant articulated elves who wander down the rue de Rivoli to the amazed eyes of passers-by, guests and, of course, the mayor of Paris.
Lena Mahfouf, presenter of the show offered by BHV Marais: ““I am the daronne of Paris”
At the same time, a piano, drums and microphones are installed to make way for a surprise concert by… Marc Lavoine who only has eyes (revolver) for Adriana Karembeu. Asked if this inauguration is a first for her, Lena Mahfouf, all in red dressed like Mother Christmas, replied to FashionUnited: “it's not the first time, because, as a mother of Paris, it It is my role to illuminate everything that I can illuminate. As soon as I see a socket with a garland, I have to be there. I am the lady of Paris.”
Galeries Lafayette offers an upcycled Christmas with Kevin Germanier
After Charles de Vilmorin in 2023, it is the turn of young Swiss designer Kevin Germanier to collaborate with Les Galeries Lafayette for its 130th Christmas. The visual identity team, guided by Benoît Laumaillé, creative director, delved into the brand's archives in order to showcase the department store's iconic locations.
Kevin Germanier designed the costumes and characters for the windows, as well as a monumental outfit: “the Star of Fashion”. Made of silver sequins and holographic-hued stars, this futuristic costume is entirely hand-embroidered and upcycled. This architectural creation is used for the national poster campaign.
One hundred percent programmable, the large tree has 20,000 light points, which come alive to create a sound and light show. At the top, a fiber optic fireworks detail takes direct inspiration from the designer's vibrant dresses.
Lobsters, octopuses and green rabbits for Bon Marché Rive Gauche
The windows of Bon Marché (rue de Sèvres, Paris 6ᵉ) welcome strange characters: lobsters and octopuses perform aquatic feats and a tribe of green rabbits hide in the Haussmann-style facades. Inauguration scheduled for Friday, November 8, at 5 p.m.
Juliette Binoche unveils the Christmas windows of Printemps Haussmann
Thursday November 7, the French actress, accompanied by Jean-Marc Bellaiche, president of the Printemps group, inaugurates the department store's “Printemps Express, let's embark for Christmas”.
For the 50th anniversary of its animated windows, Printemps Haussmann invites passers-by aboard a train. Each carriage is a stopover: a bright and colorful station, a room in which a passenger gets her hair done, a restaurant in which travelers enjoy a festive meal and, of course, mountains of gifts and a giant tree.
Each window (there are eleven in total) is a space of expression for the brands invited to appear (Dyson Supersonic, Ferrero Rocher, etc.). These animations include 40,000 decorative elements including 132 animated characters. Assembling the windows involved 150 people for almost three weeks.
For the end of year celebrations, the Samaritaine is transformed into a winter garden
La Samaritaine, in partnership with Thoiry Lumières Sauvages (a magical journey of light sculptures in the park), offers an imaginary botanical journey: fantastic snails, colorful butterflies, giant mushrooms and many other illuminated and fascinating creatures invite you to an exploration between figuration and imagination.
Flora and fauna invade the department store, a bestiary takes over the emblematic facade, Loulou's boutique takes on the air of a cabinet of curiosities.
On the Rivoli side, the windows are transformed into greenhouses where extraordinary flowers bloom. For the department store, owned by the LVMH group, it is an opportunity to showcase the creativity and artisanal know-how of six artists. Official inauguration Wednesday November 13.
