The iconic Parisian department store is launching its summer program with a retail concept that resembles an amusement park, paying homage to its brand’s history.
Paris Magic City, a unique luxury experience, draws inspiration from Magic City, an amusement park established by Ernest Cognacq on the banks of the Seine in 1900. Now, 123 years later, the store aims to commemorate this significant milestone from its past with an innovative program.
Running until August 30th, Paris Magic City embodies the family-friendly and playful spirit of the original amusement park through a series of activities organized across the store’s different floors. Visitors can enjoy a ball pit, arcade games, funhouse mirrors, hoop tonic classes, collaborative exhibitions with the Musée des Arts Forains and the Musée du Jeu de Paume, and even a claw machine where they can win store-themed prizes.
Popcorn, balloons, dart games… these nostalgic references blend into a vibrant and contemporary setting that combines “historical elements with modern touches,” as highlighted by DFS, the travel retail specialist for the LVMH group, which owns Samaritaine.
In addition to the emphasis on physical experiences to enhance its retail allure, the department store has also partnered with the social media platform Snapchat, offering augmented reality filters that provide visitors with additional interactive experiences. Additionally, don’t miss the digital artwork created by 3D artist Clément Morin, projected onto the facade and inside the store facing Pont-Neuf.
Explore the full summer program of events at Samaritaine here.
