“Paris awakens, about time too!”

The capital has become an attractive “lab” in which the most inspiring brands are developing. This is especially thanks to the innovations on offer. … the Paris drugstore, the fruit of a collaboration between the Casino and L’Oréal groups, illustrates this approach. An affordable lip gloss, a scented candle… or a sex toy: the store calls itself an opportunity store. No great architectural gesture, and basic merchandising: the offer itself really takes the limelight.

In the same vein, the success of Eataly is primarily due to the originality, quality and diversity of its offer.

Many neighborhoods are waking up, sometimes from a long slumber. Madeleine, with Ikea and Leroy Merlin. The Champs-Élysées, too, which has aligned its grand classical gestures with its mainly international clientele (Apple Store, Galeries Lafayette, L’Occitane & Pierre Hermé).

Stations are also becoming trendy places. Saint-Lazare got the ball rolling more than ten years ago. The huge renovation project of the Gare du Nord will be, in 2024, a new illustration of this trend: 600 million euros of investment, 50,000 m2 of retail space, a vertical station… The North is all shook up !

But this overview would be incomplete if we ignore the tremendous renewal of the “small business”. Paris is seeing the emergence of concepts devised by enthusiasts, such as From Future, rue de Rennes, which has reinvented the cashmere jumper, and reminds us of what was in its time the Benetton revolution…


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