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In the ultimate vote of confidence that luxury will thrive in the post-pandemic world, LVMH is going big and bold in resurrecting an iconic, long-dormant shopping destination in Paris.
On Wednesday, the French fashion giant opened luxury department store Samaritaine Paris Pont-Neuf to the public 16 years after the building shuttered for safety concerns. Luxury travel retailer DFS Group, which is majority-owned by LVMH, operates the store.
LVMH says this “mythic” department store will be the “new destination of Parisian elegance,” with the intent to draw both local shoppers and international tourists alike to sample a distinctive French lifestyle.
Approximately 600 brands, from iconic names in luxury to exclusive designers, will be sold within the location. LVMH says that the shopping center will also include the “largest beauty space in continental Europe” with a studio and spa, as well as two concept stores, Loulou and Rivoli. Additionally, Samaritaine includes a private shopping experience where consumers can also view artwork in a space called L’Appartement.
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To kick things off, LVMH installed a popup space called “Objets Nomades Louis Vuitton” in the store through Aug. 28. The space will showcase numerous leather furniture pieces and design objects for the Objets Nomades Collection, including a hammock, a foldable stool, an armchair and a room screen.
The inaugural opening ceremony attracted French President Emmanuel Macron, as well as Paris Mayor Anne Hidalgo, alongside LVMH chairman and CEO Bernard Arnault.