LA SAMARITAINE - PARIS M'EMBALLE

In 1985, La Samaritaine dressed itself in a red ribbon and declared: "Moi, la Samaritaine m'emballe".

In 2025, the iconic Paris department store gives a playful nod to its history and unveils its new festive campaign with Exhibition: “Paris m'emballe".

The campaign showcases three key visual signatures:

• The peacock, La Samaritaine’s mascot.
• A luminous ribbon, symbolising the art of gifting and the common thread running through the campaign.
• The store’s iconic yellow gift bags.

In the campaign film, the peacock steps out from its 5th-floor mural and comes to life. It flies out of the department store in a whirlwind of luminous ribbons and gift bags.

On the key visual, displayed throughout Paris, it stands proudly atop a pile of presents, in a setting that instantly evokes the unmistakable codes of La Samaritaine.