After Philippe Katerine’s massive and cute pink characters, the department store turns left, onto a country road, to get closer to the Vieilles Charrues festival in Carhaix, Brittany. It will soon get back on its historic ground with the preparation, as of September, of its immersive theater show (can a show today be anything but immersive?) imagined from Zola’s novel, The Ladies’ Delight.
In the meantime, let’s make way for the Vieilles Charrues. A special event has been designed to celebrate the summer festival’s thirtieth anniversary (from July 14). Since April 30, Le Bon Marché has been playing it bohemian and chic camping by hosting a series of pop-up stores and selling exclusive products on the same theme. While a selection of music from the festival is played through headphones, ears of wheat are all around the place, for immersive purposes. Among the participating brands are Céline and Antik Batik, that we didn’t expect to find in the ranks of the festival regulars, but this is undoubtedly what makes the originality of the event.
During seven weeks, mini-concerts are also scheduled every Tuesday night (Aloïse Sauvage, Feu! Chatterton, Izïa…). To celebrate Spring, the season of the store’s name, didn’t Printemps already give in to this temptation of mini concerts? Long live the event store. The partnership is materialized through the marketing of products bearing the effigy of Vieilles Charrue in the form of a kit for the perfect festival-goer, including water bottles, hats, flashlights, lighters and even a folding deckchair. How does an event held in a department store end up as anything other than a commercial moment? Culture and commerce have everything to benefit from a closer relationship.