SAMARITAINE RETAIL ANIMATIONS PROGRAM

A global showcase of Samaritaine’s Happy French Living’: first incubator of the art of the “French twist” with French talents, each creating a monumental work of art and curating experiences around it

We were inspired by the founders, a couple who were patrons of the arts and who displayed their art collection to the customers in the store.
In 2023, Samaritaine is much more than a department store, it’s the first incubator of the art of the “French twist”. A concept with 4 pillars:
-Incubation of a French twister talent for 3 months, with “carte blanche” to embody the happy French life in his/her art.
-Creating a monumental work of art
-Curate experiences with the talent to develop and spread throughout the store & beyond, through performances, animations, workshops.
-Build a real community over the years, turning French Twist into a movement and Happy French Living into a culture.
3 seasons:
– “Paris à Poil(s)” (HAIRY PARIS) by CHARLIE LE MINDU, hair artist known for his extravagant creations for Lady Gaga, Rossy de Palma and catwalk models around the world, (IG 117K)
– Paris Magic City by Clément Morin, 3D digital artist (IG 137K)
– Paris Trompe L’œil by AI & Caroline Zeller