The Rive Gauche spirit
Le Bon Marché Rive Gauche was created in 1852 in Paris by Aristide and Marguerite Boucicaut. Based on a pioneering vision of a new kind of store, offering a new experience, bringing together exclusive collections of amazing products in the fields of fashion, accessories, decoration, cultural and artistic exhibitions. The temple of trends was born becoming the place to be for Parisians and the cosmopolitan jet set.
By joining the LVMH Group, Le Bon Marché Rive Gauche needed to rejuvenate its brand identity in order to reaffirm its mythical roots and connect its original cutting-edge vision to the centuries to come. Carré Noir agency was in charge of this mission which was a fantastic challenge for me !
To enhance such an unconventional personality, I adopted an unconventional approach drawing a bridge between the majestic and academic style of the building and the intellectual and arty spirit of the district : the famous Rive Gauche in Paris.
I designed the new brand as a piece of modern art, breaking the rules of readability to focus on the artistic approach, creating an enigmatic but attractive personality and unique icon. The starting point of a beautiful collaboration with the brand for over 20 years !
The brand identity of Le Bon Marché Rive Gauche has been awarded by the Art Director Club of New York.
