Martin Parr Takes Fancy Snaps for BETC Luxe's Le Bon Marché Campaign

BETC brings out a series of photographs for Parisian department store Le Bon Marché, with famous photo artist Martin Parr behind the lens. 

One of the world's first department stores, Le Bon Marché continues to set the pace with an ongoing series of artistic projects. This latest collection is a reaffirmation of the close and special ties between the shopping emporium and the arts world. 

"Ever since it was founded in 1852 by the inspired visionary Aristide Boucicaut, Le Bon Marché has successfully blended the arts with fashion, interior design, beauty, and gourmet food, delighting customers throughout the decades. Artists and designers are among our very special guests. Entrust the campaign to the incisive and witty Martin Parr's eyes is a great demonstration of our will," says Patrice Wagner, Chairman and CEO of Bon Marché.

Designed by BETC Luxe, the Vu au Bon Marché ("Seen at Le Bon Marché) campaign will be unveiled on March 2nd to mark the opening of the store's new footwear department. Posters will also go up in the metro and at bus stops and newsstands across Paris. 

Designed as a saga, the Vu au Bon Marché and Vu à La Grande Epicerie ("Seen at the Grande Epicerie gourmet food hall") series of photographs by Martin Parr will spotlight key moments at each store throughout the year. "This campaign reasserts Le Bon Marché's inimitable Parisian origins, coupled with its refreshingly modern take on life. The image conveyed is a brand which, to quote the store's founder, Aristide Boucicaut: 'sells desire itself'" says Brune Buonomano, Executive Vice President of BETC Luxe.