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La Samaritaine Pont Neuf is still undergoing a transformation. After 15 years of major renovation work, which led to its closure from 2005 to 2020, the Parisian department store, a subsidiary of LVMH, wants to align itself with young people’s lifestyles. Act I: new spaces, promotion of young artists and designers, an exhibition dedicated to the Surrealist movement.<\/p>\n
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These are just some of the initiatives aimed at improving the performance of the point of sale.<\/p>\n
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What do K-way, Victoria Beckham’s perfume debut and Rains have in common? All three have just opened their pop-up stores at La Samaritaine.<\/p>\n
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La Samaritaine is a Parisian retail institution known for its art nouveau fresco and the monumental staircase serving its seven floors<\/strong>. A cultural curiosity that attracts crowds every year during the European Heritage Days.<\/p>\n <\/p>\n The LVMH group acquired a 57% stake in the department store in 2001<\/strong>, before buying out the 40.1% stake held by the Fondation Cognacq-Jay in 2010. Faced with a dilapidated, loss-making store<\/strong>, the world’s leading luxury goods group decided to invest 750 million euros in its renovation<\/strong>, convinced of the building’s commercial and heritage potential.<\/p>\n <\/p>\n Since its reopening in June 2021, the LVMH group has opted for a luxury positioning<\/strong> and targeted international customers as a<\/strong> priority<\/strong>, notably through its points of contact managed by its in-house duty free operator: DFS. This strategy has led to the opening of a spa and the first Cheval Blanc establishment in the capital<\/strong>, in an Art Deco building.<\/p>\n However, two years of covid and a succession of particularly violent social episodes<\/strong> in the Les Halles district, just a stone’s throw away<\/strong>, have put paid to this strategy<\/strong>, which was aimed solely at wealthy tourists passing through.<\/p>\n <\/p>\n La Samaritaine has now<\/strong> joined the strategic overhaul carried out earlier by the capital’s other flagship department stores, Printemps in particular. And it has decided to take better care of its local clientele.<\/strong><\/p>\n <\/p>\n To achieve this, la Samaritaine has inaugurated a new space<\/strong> on the second floor of the Rivoli building: the Sneaker Lounge.<\/strong><\/p>\n <\/p>\n\n<\/p>\n \t\t