"A place of discovery, surprise and experience" - Samaritaine Paris Pont-Neuf by DFS prepares for dazzling Grand Opening

“A place of discovery, surprise and experience” –
Samaritaine Paris Pont-Neuf by DFS prepares for
dazzling Grand Opening
FRANCE. This Wednesday, 23 June, will mark one of the most illustrious days in DFS Group’s proud 60-year
history as the luxury travel retailer finally opens the doors to its long-awaited landmark store in the heart of
Paris, Samaritaine Paris Pont-Neuf by DFS.

At a media conference today in Paris, La Samaritaine owner LVMH outlined the grand renovation, which
besides the DFS store includes a 5-star Cheval Blanc hotel with 72 rooms, 96 housing units, offices and a crèche
(full report on the conference to follow).

A magnificent Parisian landmark reborn. Photo: @We Are Contents

Photo: @We Are Contents

Spanning over 20,000sq m across seven levels and multiple buildings, Samaritaine Paris Pont-Neuf by DFS
welcomes visitors into an exceptional world of retail, culture, cuisine and relaxation. It features over 600 brands,
12 restaurants, a boutique spa, an artistic collective, a lifestyle boutique dedicated to locally made and exclusive
products, and the largest beauty hall in Europe.

Photo: @We Are Contents

Photo: @We Are Contents

Photo: @We Are Contents

Natural light pours in through the magnificent glass canopy. Photo: @We Are Contents

C’est pas trop tôt: LVMH calls on a beautifully ironic French idiom that translates as “It’s not too
soon” but really means “You are late” (Tu es en retard) to celebrate the long-awaiting opening

Samaritaine Paris Pont-Neuf is DFS Group’s second European store, following the opening of T Fondaco dei
Tedeschi in 2016 in Venice. Like many of DFS’ locations, it is housed in a historically significant building that
has been meticulously and artfully restored to inject new life for the benefit of locals and visitors alike.

Samaritaine Paris Pont-Neuf by DFS (All photos: @We are Contents)
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The Samaritaine building was originally one of the first retail emporiums in Paris, dating back to the 1870s. It

was acquired in 2001 by LVMH Group, which is DFS’ majority shareholder alongside co-founder Robert
Miller. After a six-year renovation, the result is a transformation that reflects both the building’s Art Nouveau
and Art Deco past as well as a dynamic and promising future.

“For over 60 years, DFS has provided global travelers with luxurious, inspiring and exciting retail experiences
in some of the most iconic locations around the world,” said DFS Group Chairman and CEO Benjamin Vuchot.

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“Here in Paris, we are delighted to create a new retail destination in the vibrant heart of the city, combining
luxury and contemporary merchandise, exceptional customer service and a wealth of opportunities to explore
and discover the true French ‘art de vivre’.

“In restoring Samaritaine to Paris, we are also delighted to welcome a new

generation of discerning customers, transcending their highest expectations of what this beautiful city can offer

“More than just a place to shop, we want Samaritaine to be a place of discovery, surprise and experience –
where customers can witness the avant-garde of creation and taste the cuisine of a contemporary chef, treat
themselves to a piece of luxury while enjoying an espresso prepared by an expert barista, discover designer
jewellery and relax in the spa, or meet young artists and discuss the surrounding architecture with a historical
guide,” added DFS Group Region President Europe and Middle East Eléonore de Boysson.

The store is designed to offer a uniquely Parisian experience, combing the best of luxury and contemporary
products across beauty, fashion, watchmaking and jewelry, all within a glorious setting between the famous Rue
de Rivoli and the Pont-Neuf, overlooking the Seine.

“Here, we’ve created a place that ushers in an authentically French experience, where the chic of avenue
Montaigne meets the contemporary air of the Marais in this grandiose historic architecture and daring
contemporary addition,” added de Boysson.

“DFS designed Samaritaine’s rebirth, firmly anchored in its roots, by embodying the spirit of the founding
couple, Ernest Cognacq and Marie-Louise Jaÿ, but with an eye resolutely turned towards the 21st century with
exclusive concepts and an uninhibited way of mixing luxury and designers that befits our time,” she added.

Samaritaine Paris Pont-Neuf by DFS (All photos: @Matthieu Salvaing)
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In parallel with the opening of Samaritaine Paris Pont-Neuf, DFS is launching a new dedicated website,
www.samaritaine.com, reflecting the store’s refined and uniquely Parisian personality. The site will also enable
customers to shop a range of exclusive and made-for-Samaritaine products.

Samaritaine Paris Pont-Neuf by DFS will be fully operational from 23 June, after an opening delay of more than
a year caused by the COVID-19 pandemic.

“We are encouraged by signs of a return to normality in Europe, and we are optimistic that borders may start to
open again to allow travellers to return to France,” said Vuchot. “We look forward to welcoming customers
from around the world to our newest ‘destination within a destination’ here in Paris.”

Photo: @Matthieu Salvaing

Walking through a retail wonderland – from luxury to designers on the Pont-Neuf side
The Pont-Neuf side of Samaritaine unveils a universe of fashion that brings together high-end labels with
emerging designers on every floor.

The assortment includes luxury essentials, designers who show at Fashion Week and more accessible French
brands.

The ground floor is all about accessories. Here, the biggest names in leathergoods are featured (Dior, Louis
Vuitton, Celine and others), each with their own boutique. They are complemented by multi-brand spaces from
a myriad of French design houses (Jérôme Dreyfuss, Isabel Marant, A.P.C. etc.) and the newest brands of the
season (Néerlan dais Wandler, Dragon Diffusion, Danse Lente, Vanina jewellery).

The first floor is dedicated to women’s fashion – from luxury to contemporary brands – revolving around three
worlds that demonstrate the Parisian mix-and-match style.

Around the grand staircase, under the glass roof, the light parquet and custom rugs reflect the world of luxury
with famous houses all around (Dior, Fendi, Gucci, Prada and others).

A whole zone is devoted to designers (Loewe, Dries van Noten, Alexander McQueen, Marni, Chloé, Sacai,
Alaïa and more). Such lustrous names are complemented by “creative, accessible and reassuring fashion”
(Sandro, Maje); brands for more pointed silhouettes (Self-Portrait, In The Mood For Love)’ a classic Parisian
look (Rouje); or Scandi-cool (Ganni, Nanushka, Rotate and others).

An incubator space highlights young talents of the moment (Awake, Petar Petrov, Gauchere or Khaite) to play
with the avant-garde. To accessorize their look, consumers are invited to peruse niche leathergoods featuring
artisanal know-how (Maison Moreau, Rosantica), fine jewellery and a selection of headwear such as Maison
Michel and Lack of Color.

Fourth floor women’s shoes extravaganza
In one of many product standouts, Samaritaine has brought together around 50 women’s brands on a floor
bathed in light that filters through the historic glass roof.

Photo: @Matthieu Salvaing

Big names in luxury (Chanel, Dior, Gucci, Jimmy Choo, Manolo Blahnik, Christian Louboutin and others)
combine with more niche houses (Victoria, Alaïa, The Row, Wandler, etc.); the designers (Giannico, By Far,
Ganni, Studio Amelia); collaborations (Gia x Pernille Teisbaek); and emblematic brands of French know-how
(Michel Vivien, Carel, Roger Vivier, Repetto, Isabel Marant, Bobbies, Veja).

If the shoe fits, buy it. Photo: @Matthieu Salvaing

The third floor (shown above) is dedicated to men. The selection is curated from classics (Louis Vuitton, Dior,
Gucci and others), to a more luxury streetwear silhouette (Off-White, Balmain and Stone Island), for a curated
international look.

Large modular sofas bring comfort to the multi-brand space that feautures brands such as Acne, Maison
Margiela and Thom Browne. Also on offer are Made in France accessories by Bleu de Chauffe, classic chic
leathergoods from Smythson as well as a selection of footwear ranging from Saint Laurent boots to Alexander
McQueen sneakers and shoes by Balmain, Acne and Balenciaga.

A concept store on the Rivoli side

Comme des Garçons Black: Almost unobtainable in
France, this unisex line features timeless black
designs and limited-edition pieces from designer Rei
Kawakubo. The line is available at Samaritaine,
presented with an exclusive architectural concept.

The glass building on rue de Rivoli is a playground of fashion, inviting the visitor to discover the latest trends in
urban fashion while enjoying an espresso sipped in front of street art.

“The sweatshirt from the latest streetwear brand everyone is talking about, a branded coffee, a T-shirt from the
new must-have brand from California, custom-made cookies, a pair of limited-edition sneakers, a unisex watch
made in Japan… on the Rivoli side, Samaritaine breaks free from traditional department store codes to
reimagine urban space as a concept store,” says DFS.

“A diverse store within a store, always in motion like its raw industrial decor by ciguë. Fashion, accessories,
beauty, catering, watchmaking, art and even high-tech since Devialet has installed its emblematic Soundbox
there, all universes come together in this melange of genres that appeals so widely to Millennials.”

On a fashion front, the ground floor offers an edgy selection of menswear from the moment’s most popular
designers (JW Anderson, Sunnei, Ambush and others), designers (Marni, Casablanca, Ahluwalia, Juun.J and
more), and the young generation of French creators such as EGONlab.

On the womenswear side, the collections mix Danoises de Rotate loungewear, Ganni and Nanushka capsules,
Korean brands (Pushbutton, System), and the ultra-minimalist fashion of The Frankie Shop.

On the first floor, streetwear brands include Billionaire and Carne Bollente; the ethical SHINZO Green sneaker
space and Parisian brands such as APC, Maison Kitsuné, Etudes and Atelier de Nîmes juxtapose with unisex
outerwear like Canada Goose, Northface and Patagonia.

In a decor featuring rough walls with exposed studs and screws, antique statues as mannequins, multi-brand
racks, limited-edition pieces, ephemeral spaces and customisation workshops punctuate the space.

Exclusive jewellery and watchmaking lines
Samaritaine unites the great names and newcomers of jewellery and watchmaking so that the necklaces of well-
known names mingle with exceptional watches and the unisex designs of young designers.

A world-class emporioum of watches is on offer. Photo: @Matthieu Salvaing

Pont-Neuf side
On the 2nd floor, completely dedicated to jewellery and watchmaking, big names from Blancpain to Vacheron
Constantin and Chaumet to Tiffany and Chanel, each welcome guests in their own boutiques.

Bathed in the reflection of precious metals, brushed metal furniture and natural light filtering through the
staircase, pieces from designers like Stone, JEM, Yannis Sergakis are available to try on, as well as a selection
from the Pink Heater agency pop-up (Cedille, Tsura, Kavant, etc.).

At Samaritaine, Swiss watchmaker Bréguet has set up its only point of sale in a Parisian department store.

In the basement, at the heart of the world of beauty, shoppers can discover watches and costume jewellery from
Swarovski, APM Monaco, Michael Kors and watch.

On the ground floor, Van Cleef & Arpels, Cartier and Bvlgari each have their own boutique. Next to them, a
multi-brand space houses fine jewellery by Monsieur, Lovingstone, Ginette NY, and exclusively Pascale
Monvoison.

On the first floor, in the ready-to-wear space, a section devoted to costume and designer jewellery brings
together pieces from Aurélie Bidermann, Goossens, Gas, Completedworks, and exclusively the Danish Pernille
Lauridsen.

On the third floor, dedicated to men’s fashion, a central display case offers a targeted range of jewellery and
small accessories such as cufflinks, tie clips, key rings and more. Sibylle Von Munster is exclusively launching
her men’s collection, alongside designers Jean-Marie Tixier, Tom Wood, Alice Made This and Le Gramme.

Rivoli side
On the ground floor of the concept store, watchmaking sees a more urban and accessible shift. In this unisex
spirit that animates the Rivoli building, shoppers can find Casio, Daniel Wellington, LIP, and exclusively Vasco.

Featuring the biggest beauty space in Europe
Whether customers are looking for the mascara of the moment, an exceptional fragrance with a unique scent, a
must-have cream or just a moment to treat themselves to an organic manicure, Samaritaine offers an enlightened
and cutting-edge selection of everything from the world of beauty, says DFS.

It’s the largest beauty space in Europe: 3,400sq m within the entire basement of Samaritaine. A basement that is
bathed in natural light which pierces through the glass roof and large skylights.

Photo: @We Are Contents

Photo: @We Are Contents

The selection of 200 brands echoes the architecture with a successful mix-and-match curation. On the Pont-
Neuf side, institutional luxury and essentials such as Dior, Chanel and Guerlain mingle in a Parisian setting by
Hubert de Malherbe replete with parquet floors, gilded brass structures and osaics in a nod to the building’s Art
Nouveau origins.

On the Rivoli side, trendy and unisex brands including Aesop, The Ordinary and Le Labo are presented in the
Pure Beauty area in an urban setting imagined by Cigüe with waxed concrete, metallic furniture, and raw
materials like wood. Samaritaine sales consultants accompany customers throughout the space to help them
choose the brand of skincare or lipstick that best suits their needs.

Photo: @We Are Contents

Photo: @We Are Contents

Beauty exclusives
Dolce & Gabbana beauty

The Italian luxury house pays tribute to women and their natural charm with a unique makeup collection of
sensory textures and innovative formulas. A single stroke of intense colour creates an immediate result. Each
product is adorned with an ornamental motif inspired by Dolce & Gabbana fashion, transforming makeup into a
true fashion accessory.

Helena Rubinstein

The popular name from L’Oréal Group makes its long-awaited return at Samaritaine.

Clé de Peau Beauté

The premium Shiseido-owned brand is a best seller in Asia and makes shine its top priority. Exceptional
skincare and makeup with essentials such as La Crème or the Concealer.

SK-II

The Japanese skincare brand whose Facial Treatment Essence is a hugely popular beauty choice among
Japanese women enjoys a strong presence here.

Fragonard

The historic perfumer from Grasse has set up its first point of sale in a department store in this historic setting.

Orveda

Treatments that combine nature and biotechnology. Formulas concentrated in prebiotics and dermatological
actives are a catalyst of the skin’s self-repairing power and natural glow.

Sulwhasoo

The Korean brand from Amorepacific draws its origins from the medicinal properties of plants where the
balance of the body echoes the balance of nature essentials such as La Crème or the Concealer.

Photo: @Matthieu Salvaing

Photo: @Matthieu Salvaing

Escalators within the beauty department. Photo: We are Contents

5 unique beauty spaces
The Cinq Mondes Spa: A French pioneer and expert in treatments and products inspired by beauty rituals from
the five continents, Cinq Mondes has imagined an exclusive spa and boutique concept using the codes of a
Parisian apartment designed to be both refined and cozy.

The Cinq Mondes Spa. Photo: @Matthieu Salvaing

Located on the Rivoli side, with a view of the garden, this 400sq m space is a place of regeneration and well-
being in the heart of Paris. It includes seven treatment rooms, a private hammam and a scrub room. Prices start
at €116 for one hour of treatment.

Pure beauty: The 80sq m green space is entirely dedicated to beauty products that feature responsible formulas
or packaging. The zone offers around 40 brands including Westman Atelier, Holidermie, Dermalogica, Pai,
Susanne Kaufmann and L:A Brulet.

Makeup bar: In the centre of the beauty floor, a large table allows customers to try out the extensive selection
of lipsticks and eyeshadows from carefully chosen makeup brands like Charlotte Tilbury, Christian Louboutin,
Byredo, Hermès, Tom Ford and Dior. The space will also be home to masterclasses.

Samaritaine Beauty Studio

DFS describes the 165sq m mineral space as the new Parisian temple of clean beauty. With an innovative and
global approach to natural beauty, hand and foot care is provided by the ecological nail specialist Kure Bazaar
(€38 for a manicure, €75 for foot treatment), and hair styling (cut, styling, color) by the rotating global
hairdressers in residence.

For the first time ever, the Canadian laboratory Theio Vitality offers a hair analysis to reveal the mineral

composition of the body in order to enhance the wellbeing and beauty of nails and hair.

House of Perfume: A one-of-a-kind multi-brand and luxury space with prices ranging from €3,000 to
€300,000. Presented under large glass bells, are a range of exceptional juices and jewel bottles in Murano glass
or set with precious stones. Shoppers can discover La Haute Parfumerie de Guerlain’s dedicated space, or rare
pieces by Bvlgari, Chanel and Tiffany with personal engraving on offer.

Further on, the rest of the fragrance selection includes brands such as Diptyque, Frédéric Malle and Jo Malone,
as well as a pop-up dedicated to Maison Francis Kurkdjian juices.

PICTURE GALLERY (MORE TO FOLLOW)

A carefully curated handbag offer features a world-class line-up of brands. Photo: @We Are Contents

Above and below: The 200sq m Loulou lifestyle space is located directly on the quays at the foot of Pont-Neuf,
featuring a large window with stunning cenography. Fashion, high tech, design and stationery are all on offer with
range of over 1,500 pieces. Photo: @We Are Contents

Photo: @We Are Contents

Prestige Lounge (Above and below). Photo: @Matthieu_Salvaing

DFS is also offering a range of French gastronomic delights and a high-class Cognac, wine and Champagne
experience. Photo:@ @We are Contents

Photo: @Matthieu_Salvaing

Photo: @We are Contents

Photo: @We are Contents

Photo: @We are Contents

Special celebratory eZine
Look out for our special edition of The Moodie Davitt Spotlight Series eZine dedicated to Samaritaine Paris
Pont-Neuf by DFS publishing in July, including a continuation of our exclusive interview with Benjamin Vuchot
. For details contact Martin Moodie at Martin@MoodieDavittReport.com