Printemps: Not A Department Store
From France to New York City
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New York Launch Campaign, 2025
Challenge
Introduce a 158-year-old Parisian institution as a cultural arrival in New York: one that could speak fluent New Yorker without losing its French accent.
Strategy
Rooted in "Not a Department Store," we built a brand experience that hit the streets. CGI florals bloomed across One Wall Street, graffiti icon Stash made his mark at street level, and a fleet of green Bouquet Taxis turned NYFW into an organic moment. The campaign lived everywhere New York does — immersive OOH, talent-led content with Gregory Gourdet and Laura Gonzalez, and creator activations that gave Printemps real cultural footing. Not just another opening — a new kind of luxury landmark that felt as much at home in SoHo as it does in Paris.
Category:
Art Direction & Copy Photo, Video & Motion Media Strategy & Planning Creative Strategy, Visual & Verbal Identity, and
Cultural Programming
Art Direction & Copy Photo, Video & Motion Media Strategy & Planning Creative Strategy, Visual & Verbal Identity, and
Cultural Programming
Role:
Designer, Associate Art Director, and
Prep Stylist
Designer, Associate Art Director, and
Prep Stylist
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