Challenge

Bringing Printemps to New York meant redefining what a luxury retail experience could be in a city that thrives on discovery. The challenge was to introduce Printemps not as a department store, but as a cultural destination, seamlessly blending Parisian heritage with NYC’s creative energy. To stand out in an oversaturated market, we needed a campaign that would spark intrigue, build cultural relevance, and engage a diverse audience beyond traditional luxury shoppers.

Solution

Rooted in the “Not a Department Store” campaign, we crafted a multi-layered brand experience that unfolded across the city. CGI florals bloomed across One Wall Street, symbolizing transformation, while a Bouquet Taxi stunt at NYFW drove organic buzz. We partnered with renowned graffiti artist Stash to create a bold, street-level statement, bridging luxury with NYC’s creative underground. Through immersive OOH, talent-led content featuring Gregory Gourdet and Laura Gonzalez, and curated creator activations, Printemps became more than a store—it became a symbol of modern, experiential retail, reshaping the way New Yorkers engage with luxury.