But it's a recipe that works: exclusive patisseries and cafés mixed with striking contemporary outdoor artworks that are used to blend an engaging retail concept into a heritage site. Stunning artworks ensure that the site is ubiquitous on Instagram, and the exclusive patisseries ensure constant visitors (especially those with kids) who stop for a sugary treat. Last but not least, the heritage site ensures the uniqueness of the architecture and lends a certain provenance to the site as a whole.
Beaupassage plays host to the first Pierre Hermé cafe in Paris (until then, the brand only had stores); the second bakery by Thierry Marx, the former chef of the Paris Mandarin Oriental; an outlet of the popular % Arabica cafe, imported from Japan; and two new bistro concepts created by famed chefs Yannick Alléno and Anne-Sophie Pic. This ornate shrine to gourmandism lives side by side with a high-end sports studio and design stores – thus, a 360-degree immersive experience in the heart of the city.
This retail dialogue between Paris and Shanghai highlights how luxury and travel are reshaping consumption, as well as city architecture, given the vast influence of contemporary Chinese tourism. It's the new face of retail-tainment – and you can anticipate demand for it to increase.
