A Touch of Parisian Taste to Metropolitan-Printemps……..

I had the opportunity to step inside Printemps’ New York location, which opened its doors on March 21st. Printemps is where luxury fashion and beauty meet customer experience. It was originally founded in Paris in 1865 by the husband and wife duo, Jules and Augustine Jaluzot, who had dreamed of opening a department store. Currently, Jean-Marc Bellaiche is the CEO of Printemps France and Laura Lendrum is the CEO of Printemps America. The Printemps location in New York brings a touch of Parisian taste to Metropolitan.

The Red Room-Printemps, designed by Laura Gonzalez. Photo: Printemps (Vogue Business-Christina Binkley)

In an interview with BoF by Cathaleen Chen, Marc Bellaiche explains that Printemps “is not a department store. This is more of a hospitality project.” Chen explains that the store is run similarly to a luxury hotel or resort. This allows customers to spend the whole day at the store, as Bellaiche explains that “the more they spend time here, the more they buy.” Printemps is striving to be more than just a store, but a destination, Chen continues to explain. Their New York location is located on Wall Street due to the architecture, in particular the Red Room lobby, which is a historical landmark with interiors consisting of floor and ceiling mosaics in shades of reds, oranges, and gold. It was once a reception room for the Irving Trust and Bank Company. Bellaiche believes that the Red Room itself will attract customers to step into their store, as Chen explains.

When I first walked in, it was like stepping into a different world. There was the Sneaker Room with an LED screen on the ceiling, the Playroom with gifts and apparel, the Salon with women’s rtw and accessories, the Garçonnière with vintage menswear, the Apothecary with various scents, the Beauty Corridor with fragrances, skincare, and bodycare, the Salle de Bain filled with makeup, the Boudoir with vintage pieces, and my favorite- the Red Room filled with shoes.

The Boudoir-Printemps, designed by Laura Gonzalez. Photo: Printemps (Vogue Business-Christina Binkley)

It is an experience like no other, and when you shop till you drop, you can stop by the various bars, restaurants, the cafe right when you enter, or the spa integrated into the store to recharge yourself and continue shopping. They even offer repair services-theTen Atelier for clothes that need reviving, reconstructing, and customization. Brands/designers from Abel to Yvonne Leon can be found at the store.

What caught my eye was the gorgeous interiors designed by architect Laura Gonzalez. From rooms with immersive LED ceilings to intricate shelves to gorgeous frescos and feather-like lights hanging from the ceiling. The textures, the pastel colors, patterns, the curtains, and the carpet created a feeling of comfort. Each room seamlessly went into the other, it was as if different worlds were colliding. The Beauty Corridor was like stepping into a tunnel filled with various fragrances, skincare, and bodycare. The Salle De Bain looked like a makeup room that you see in old Hollywood movies. The Boudoir was set as a museum with timeless pieces that looked like artwork. The Red Room felt like stepping into a forest with its leaf-like canopy structures and decorated/intricate walls.

Through a business standpoint, Printemps understands its customers and creates a customer experience that is unforgettable. Through the combination of a culinary and shopping experience, the Printemps experience can last the whole day. Its customers can focus on exploring and relaxing, in addition to shopping. Its interior is what creates a lasting, memorable experience, and that’s what their customers remember after stepping out of the store- the experience.