After the covid period, France needed to reawaken its creative spirit. After months of closed doors, there was a building on Boulevard Haussmann where the wildest and most extraordinary dreams had always been possible, where fashion becomes fantasy and the everyday becomes spectacular.
We built the film on Michel Berger’s song as architecture: joyful, surreal, a declaration that under the legendary coupole of the Galeries Lafayette, everyone belongs. Not just those who can afford the front row. Everyone. A student and a CEO, a tourist and a Parisian, a child and a grandmother, all transported by the same magic. Fashion as fantasy. The dome as invitation. No sales pitch. No product list. Just the most optimistic argument for why this place still matters, and always will.
Awareness back on track after 3 years of decline: +8pts aided awareness, back to 2019 levels.
#1 department store in brand appreciation (26%) and perceived CSR commitment (53%, +7pts vs 2021).
#4 overall in aided luxury awareness (65%), ahead of Hermès and Gucci
