As the frozen ground gives grudging way to timid bulbs, it’s safe to say that spring is at last on its way. Spring means not just cleaning but also shopping and revitalizing the look of the home and the self. And where better to do that than in that grand Parisian department store Printemps, which literally means “Spring”?
For any tourist, a visit to Paris is not complete unless you stop into Printemps, this resplendent temple of consumerism. As much as the Eiffel Tower, the Louvre, or Notre Dame, this splendorous emporium is a tourist attraction in its own right. It’s like Bergdorf Goodman in New York, Harrod’s in London, South Coast Plaza in Los Angeles, or the great Mall of America in Minnesota.
More than a place of commerce, this sublime department store is an historical monument located in the heart of Paris’ 9th district. It was the vision of two entrepreneurs named Jean-Alfred Duclos and Jules Paris who in 1865 built upon opportunity, creativity, innovation, and good timing. For this was the beginning of the French Belle Époque that began during the late 19th century and lasted until World War I. With emerging technologies (cars, telephone, electricity), and industrialism combined with cheap labor, the terrain was ripe for an era of consumerism. Champagne was perfected during this period; exotic feathers and furs were prominently featured in fashion; haute couture was invented in Paris – the epicentre of the Belle Époque – where clothing collections began to move in a yearly cycle.
The first Printemps store was built on the corner of Boulevard Haussman and the rue du Havre. With its proximity to the Saint Lazare train station, the location was rife with potential. The two investors thus bought three floors of an upscale building and installed vast showcases that resembled an immense open air market supported by sturdy colums. To give their enterprise an extra measure of good luck, a priest from the nearby church of Saint Madeleine was called in to give the establishment a special blessing on its inauguration on November 3rd, 1865.
Immediately that same year, Printemps achieved its first great commercial success with the exclusive sale of a black silk called Marie-Blanche (go figure) that remained popular until the 1900′s. Business prospered with middle and upper class housewives forming a faithful clientèle. Emile Zola wrote about this new consumer trend in his novel “Au Bonheur des Dames” (“The Ladies’ Paradise”) in 1883.
Another significant innovation from Printemps on French commercial practices was the yearly sales, also known as “Les Soldes”, whose objective was to move end-of-year merchandise by slashing prices to make room for new collections.
In 1881, tragedy struck, though for a good cause a posteriori. A fire took down major parts of the store and a new construction had to be erected. It was an unforeseen opportunity for architectural innovations. The new development ensured a functional space and is today recognized by art historians and architects as the prototype of a large and modern industrial building. Iron emerged not only as the building’s frame but also as a visible element of decoration. Optimal lighting such as incandescent lights set off merchandise to its best effect.
With successive improvements, the building style of the Printemps evolved over the years and it was eventually endowed with a stained glass dome and a terrace. (To avoid destruction during World War II in 1939, this dome was completely dismantled and stored away for safety.) In addition, the octagonal hall showed off a new bold look with wrought-iron balconies and staircase railings to reflect the Art Nouveau style. To top it all, three elevators were installed to the thrill of old and young customers alike.
Printemps’ retrospective:
- In 1975 , the facade and the dome of the Printemps were classified as historical monuments.
- In 2001, Printemps devotes an entire floor to luxury brands: Cartier, Boucheron, Chanel, etc.
- In 2003, it opens the world’s largest space dedicated to beauty products.
- In 2006, a floor of 3000m² is entirely consecrated to shoes (equivalent of 90,000 pairs!)
- Since 2007, projects are underway to strengthen the image of Printemps as a Decorative Art masterpiece, and to promote its buildings as avant-garde architecture.
Key figures about Printemps:
- A surface of 43 500 m², spread over three buildings and 27 floors
- More than 1 million items for sale
- 40 000 visitors per day (and up to 100 000 during Christmas)
and…
- 7,5 million visitors per year, of which 20% are foreign visitors. Will you be among them this spring?
Printemps Haussmann
64, boulevard Haussmann
75009 Paris
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Thank you Tammy for this most enlightening and upbeat article. And I thought Printemps was just a department store for the rich! Last fall was my first time in Paris, but I didn’t manage to get to the store. Next time I’ll make sure to go.
To be sure, many of the items for sale aren’t for the average pocketbook. You wouldn’t call those 600-euro Louboutins a steal even if they were on sale. But the atmosphere of the store is an experience. It has the most original merchandise displays — never boring, like rack upon unending rack of clothing. The decor is a delight to look at. A friend from Chicago took her 80-year old mother there recently and they were both mesmerized.
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