Le Bon Marché - Seen at Bon Marché print & banner campaign by BETC & Martin Parr

Parisian department store Le Bon Marché revamps as a colourful candy store with the help of BETC and photographer Martin Parr.

One of the world's first department stores, Le Bon Marché continues to set the pace with an ongoing series of artistic projects. This latest collection is a reaffirmation of the close and special ties between the shopping emporium and the arts world.

"Ever since it was founded in 1852 by the inspired visionary Aristide Boucicaut, Le Bon Marché has successfully blended the arts with fashion, interior design, beauty, and gourmet food, delighting customers throughout the decades. Artists and designers are among our very special guests. Entrust the campaign to the incisive and witty Martin Parr's eyes is a great demonstration of our will."
Patrice Wagner, Chairman and CEO of Bon Marché

The campaign run March 2nd to mark the opening of the store's new footwear department. Posters will also go up in the metro and at bus stops and newsstands across Paris. Designed as a long running saga, the photos depict key seasonal moments throughout the year in the different departments. Example: Vu au Bon Marché and Vu à La Grande Epicerie

This campaign reasserts Le Bon Marché's inimitable Parisian origins, coupled with its refreshingly modern take on life. The image conveyed is a brand which, to quote the store's founder, Aristide Boucicaut: 'sells desire itself'"
Brune Buonomano, Executive Vice President of BETC Luxe.

BRAND - LE BON MARCHÉ
BRAND MANAGEMENT - Patrice WAGNER
- Guillaume GELLUSSEAU
- Marie TANTET
AGENCY BETC LUXE
AGENCY MANAGEMENT - Brune BUONOMANO
- Simon HÜBE
CREATIVE DIRECTOR - Safia BOUYAHIA
ART DIRECTOR - Sandrine ACQUISTAPACE
- Jean-Charles GUILLET
STRATEGIC PLANNING - André MAZAL
PHOTOGRAPHY - Martin PARR
ART BUY - Béatrice KAGAN
PRODUCER - Karine MANZIC
- Anne CAUVIN