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Do you have time to spare and want to stay updated on the latest trends in window displays in the fashion and luxury capital? Look no further! Chic.une.vitrine takes you on an extensive visual merchandising stroll through Paris, between Madeleine and Havre Caumartin.

You might think that Paris's most exquisite store windows are found in its famous Golden Triangle - Champs Elysées, Montaigne, and George V. Or perhaps they reside on the city's most touristic streets: Avenue de l'Opéra or Rue de Rivoli. That's true, but is not the most efficient itinerary use of your time.

Let’s get right into it: head straight to Place de la Madeleine. This quintessential Parisian neighborhood has lost some of its glamor since the closure of Hédiard, the renowned gourmet grocery store that once graced its streets. However, it still serves as the perfect starting point for our delightful journey into the world of Paris's most beautiful shop windows.


The adventure begins at 27 Boulevard de la Madeleine, at Kenzo. The store windows of this high-end ready-to-wear brand can be basic at times, but they are occasionally revolutionary, straddling the line between fashion and contemporary art. The brand isn't afraid to break the norms, experimenting with imbalanced mannequins, overexposure, or captivating concealment. Adjacent to Kenzo, Polo Ralph Lauren's boutique is a rather conventional neighbor. It plays it safe with seasonal variations and colors. Here, you'll admire elaborate and reassuring environments and ingenious color combinations. They make great use of the color chart and chromatic circle.
After these appetizers, which offer you a swift leap from disruption to tradition, continue up Rue Royale. Take a look at Massimo Dutti (building number 24) - which sometimes ventures into interesting fantasies - and cross the street to Villeroy & Bosch at No. 21. The tableware expert combines its finest pieces for simple yet elegant displays. Just a bit further up the street, you'll discover Gucci. The Florentine house uses tech-savvy and futuristic lighting, unique screens, and neon lights that seem to transform its mannequins into robots or aliens.

Gucci Néons Jaune 10-23 © Chic une vitrineGucci - Octobre 2023 @ Chic.une.vitrine

At this point on Rue Royale, a covered passage opens up before you. Don't hesitate to enter under the arches of the "Village Royal". In the shadow of its arches, beautiful creations from Dior reveal themselves. These often involve collaborations with renowned artists who put their art to work on luxury objects and clothing. The Dior experience continues in the charming Cité Berryer, with Baby Dior's shop windows. When you arrive at Rue Boissy d'Anglas, turn left. You'll encounter Eric Bompard (No. 22) and the bootmaker John Lobb (No. 21), both of which might have delightful surprises in store for you depending on the season. Suddenly, you're in front of Hermès.

Hermes Bernard Lhermite- 10-23 © Chic une vitrine
Hermès - Octobre 2023 @ Chic.une.vitrine

The Hermès boutique stands prominently on the corner of Rue du Faubourg Saint-Honoré. You simply can't miss it: it's quite the spectacle. No matter which capital city you find yourself in, if you enjoy window displays, make sure to seek out Hermès'. The delight and amazement are almost guaranteed. Hermès dares to try anything, allows itself everything, without forgetting to subtly highlight – its tradition of luxury leather and saddlery (note the current underwater horse).

The address at 24 Rue du Faubourg Saint-Honoré is Hermès' historic home. This is where the first store was opened in 1880 by Charles-Émile Hermès, originally selling custom-made harnesses and saddles. Four times a year, this luxurious flagship store holds a traditional "curtain-raising" to unveil to its guests the magic of the new season's window displays, which are sometimes puzzling but always supremely creative.

Hermes Cheval - 10-23 © Chic une vitrine
Hermès - Octobre 2023 @ Chic.une.vitrine

Open your eyes wide. Right now, you'll discover an underwater world, an Atlantis adorned with aquariums and aquatic screens, where every object (including mannequins) is covered in seashells, pebbles, and even mosaics made from plate shards (Hermès). Inside these submerged chests, pearl oysters, or under the watchful eye of a giant hermit crab, you'll catch a glimpse of the latest creations from the brand. If you pass by in the evening, you'll see the reflections of the sea dancing behind the windows. The whole scene is truly captivating.

The Hermès extravaganza is a signal: you've arrived precisely where all the visual merchandising enthusiasts in the world dream of going – the Saint-Honoré axis. After a few meters, Rue du Faubourg Saint-Honoré seamlessly continues as Rue Saint-Honoré. For nearly a kilometer, a true kingdom of luxury and visual merchandising creativity stretches. It's the El Dorado for those seeking beautiful shop windows. Following Hermès, you'll come across Tod's (No. 17/19).

Tods mètre de couturier 10-23 © Chic une vitrine

Tod's is an Italian fashion group, specializing in luxury moccasins and boots. All of its shoes are made in Italy, and it's this manufacturing process that is typically highlighted in the decoration of its shop windows. They play with leather samples, tools, inspiration boards, measurements – all presented in an enjoyable and original manner to showcase the final products.

On Rue Saint-Honoré, you'll spot the Longchamp boutique (No. 404 under construction, but the boutique across the street is open). This elegant leather goods brand does remarkable work, both in terms of visual narrative and high-quality craftsmanship. Longchamp creates bustling environments filled with details, scenes worthy of a real theater set.

Longchamp Course (verte) 10-23 © Chic une vitrine
Longchamp - Octobre 2023 @ Chic.une.vitrine
Further down, Louboutin (No. 400) and Giorgio Armani (No. 368) often have good ideas – currently, there's a dreamy large Klein blue deer at Armani. Guerlain (No. 356) delicately unfolds its world of flowers and bees, and Fendi (No. 265) goes all out, positioning its mannequins in original ways or working on its lighting (currently, a giant and hypnotic iris wheel). Next up is Chanel (No. 31 Rue Cambon) and its world of unreal and elegantly chic elegance.

Fendi Roue 10-23 © Chic une vitrine
Fendi - Octobre 2023 @ Chic.une.vitrine
At 261 Rue Saint-Honoré, there's Dior again. The concepts you glimpsed on Rue Royale are displayed here in an XXL version, even extending out of the windows on the upper floors of this magnificent Haussmannian building. (Currently, you can admire a collaboration with Portuguese artist Joana Vasconcelos).

Dior Façade 10-23 © Chic une vitrine
Dior - Octobre 2023 @ Chic.une.vitrine
A little further on, don't miss J.M. Weston (No. 243). This shoemaking manufacturer, in operation since 1891, often showcases its creations with subtle, chic, and quirky humor. Like Tod's, the brand highlights craftsmanship poetically. Behind a presentation that occupies only a small space, you can sense a search for meaning, hidden wordplay, and associations of ideas.

Another treat on Rue Saint-Honoré is the window display at Goyard (No. 233), the oldest Parisian trunk maker still in business. 233 Rue Saint-Honoré is the original address of the boutique, established at this location since 1834. Its current façade is one of the oldest in Paris.

Goyard Ménagerie 10-23 © Chic une vitrine
Goyard - Octobre 2023 @ Chic.une.vitrine
Before diving into the interiors, take a moment to admire this vintage façade from across the street: woodwork punctuated with golden letters, the address proudly displayed on a black banner... It's a feast for the eyes. The pleasure multiplies when you realize that behind the windows, you won't find a dusty old pharmacy decor.

Goyard offers a small series of resolutely original shop windows. Creative, chic, and warm at the same time, these displays reflect the brand's values: "a unique House, devoted to timelessness, authenticity, exclusivity, independence, and freedom, miles away from contemporary marketing and mass production dictates." Yes, you'll truly feel all of this just by looking at Goyard's shop window. Or at least, the brand hopes you do.

Now, turn towards the beautiful Place Vendôme but no need to spend too much time here. Luxury brands around here are not big on window extravaganza and decor. Keep your eyes open however, for a pleasant surprise at Piaget (No. 6). Then, head towards Rue de la Paix. On this prestigious Parisian avenue, keep moving quickly but slow your pace when you reach Tiffany & Co (No. 6) and Vacheron (No. 2), which sometimes have very successful ideas (like a mini silicone pool for Tiffany jewelry, magnificent!).

Tiffany Piscine 10-23 © Chic une vitrine
Tiffany & Co - Octobre 2023 @ Chic.une.vitrine
Now, you're at Place de l'Opéra. Check out Benetton (No. 3) to your left. The display windows of this Italian brand are usually simple but effective. Through the use of colors, lines, and patterns, they capture your attention by creating a balanced and appealing tableau.

Diagonally cross the Place de l'Opéra until you reach building number 8. Here, Lancel, right on the street, doesn't hesitate to engage with passersby. Winks, shop windows spilling onto the façade, clever use of vinyl graphics – the address is imaginative and elegant. Once taken in, continue on Rue d'Halévy to reach Boulevard Haussmann.


Cross the boulevard, and here you are: on the Grands Boulevards. There are no surprises here; the whole world knows it: you're about to discover the most beautiful shop windows in Paris (and perhaps the world). Galeries Lafayette and a few hundred meters further, Le Printemps Haussmann are known for their competitive displays. For shop window enthusiasts, Boulevard Haussmann is like Christmas every day, except perhaps for the few days leading up to the grand unveiling of the highly anticipated Christmas shop windows.


For over a century, Galeries Lafayette and Le Printemps, housed in splendid historical buildings, have been vying with each other in terms of resources and creativity to win the title, always up for grabs, of the best display window in Paris. Each department store collaborates splendidly with brands, explores unique partnerships, refreshes materials, themes, and employs never-before-seen mannequins... Music, movement, video – that's the essence of it.

To summarize: if you have an hour or more to walk around and discover Paris’s store windows then we recommend the aforementioned VM tour itinerary. If you only have 15 minutes to spare, head straight to Havre Caumartin Metro station where all of Paris's shop windows await you.

PS : Would you like to take part in this "Retail Tour" with an English-speaking guide in Paris? Sign up here for this tour organised by Interkultur.

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Ariane Deschemins, CHIC.UNE.VITRINE Image

Ariane Deschemins, CHIC.UNE.VITRINE