Revamping an iconic department store of Paris
No tourist guide or press mentioned BHV
In 2011, the Bazar de l’Hôtel de Ville, was floundering, and its economic results worried its owner, the Group Galeries Lafayette. Missing a solid customer base, the BHV had lost the middle class to Ikea, whereas Bon Marché or Printemps monopolised European, American and Asian tourists.
Sell!? No, reposition.
The beginnings of a solution came from the Galeries Lafayette’s marketing team when they said, “let's take BHV with us towards fashion and luxury whilst looking for its singularity within the high-end” (and forget the classic French bourgeois stores).
Branding that’s worth the visit
We gave a vision for the future of BHV and its market offer: Parisians’ favourite department store, with everything for the home, from cooking utensils to bikes. We created the name and visual identity: BHV became Le BHV / Marais, referring to one of Paris's most stylish and vibrant areas.
A simple identity across all touchpoints
We have transformed the BHV brand by merging style and home with a simple strategy: the entire Marais in the BHV. We designed an identity based on the 'slash /', which became the store's emblem, as well as an custom alphabet that pays homage to the classic Parisian graphic system. This identity was applied throughout Rivoli's entire store (200,000 m2 of sales area).
« What's great about this project is that even though we designed the BHV identity over ten years ago, it still looks modern - our branding never ages! »
Sylvain Boyer, Royalties CD & Ecobranding founder
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