Le blanc, the story of Printemps

Throughout the 1920s, the annual exhibitions organized by Printemps grew in scale each year: in particular, Le Blanc, an exhibition dedicated to household linens every January, took on a new dimension in 1921. That year, the merchandisers at Printemps came up with the brilliant idea of erecting a giant elephant made of immaculate white terry towels under the cupola in the middle of Hall Binet. The operation was so successful that the elephant, a symbol of solidity and longevity, has served as the emblem of Le Blanc at Printemps ever since.

On an annual basis, its imposing stature dominated the scene and décor, within a grandiose ambiance that transforms the department store into a temple devoted to the cult of this royal and legendary animal. For more than a quarter century, the elephant dutifully took up its post, proudly hoisting high the finest shades of white. This early form of merchandising, amplified by the store’s grand halls, which are perfect for the most extravagant scenes, is one of the most distinctive aspects of the department store. For Printemps, retail is inextricably linked to pleasure: the pleasure of discovery, dreams, exceptional things and indelible memories!

1. Décor of the façade at Rue du Havre, 1931
2. An elephant made of terry towels in Hall Binet in 1921
3. The Anciens Magasins Hall (current Printemps Men) during the Le Blanc operation in 1928
4. A sales gallery during the Le Blanc operation in 1932

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