When you think of a department store, is architecture the first thing that comes to mind? La Saga des Grands Magasins (the History of Department Stores) is part two of a two-part exhibition. Part one was the birth; part two is the history of the structure at the Cité de l’architecture et du patrimoine museum.
The first part at the Musée des arts décoratifs (Decorative Arts Museum), you viewed life through the eyes of the consumer in the Birth of the Department Store exhibition. It was about consumer habits, freedom of choice, and something new – set prices. This second part at the architectural museum takes you on a structural journey of the department store. Until April 6, 2025, the exhibition includes store designs from the metal structure to the organizational structure.
Structure of the Saga exhibition
The Saga exhibition is divided into three sections with 500 pieces from department store collections. Tracing their history, your journey explores the golden age of department stores, stores as selling machines, and how they continue to reinvent themselves. The internal workings do not always come to mind. Here, you delve into the structure and architecture of the stores. I recommend this exhibit. Once the exhibition closes in April, you will still have my photos and videos to prolong the journey.
Life of the Department Store Through Videos
The exhibition’s presentation is entertaining. with videos, hands-on and interactive activities. and vintage advertisements, clothing and decors. Toward the end of the exhibition, try the “decades in fashion” room.
From turn of the century to the 1930s, staff were well taken care of, with dormitories, health and child care, and vacations. Efficiency meant that they ate, and sometimes slept, at the store to handle all the operations. One video shows how to feed 2,000 employees in shifts. Another shows a family in the countryside ordering from the store’s catalog. Numerous advertising videos from the 1970s are entertaining.
La Samaritaine’s Fun Advertisements
La Samaritaine wins the award for the funniest advertisement videos. In 1974, King Kong wreaks havoc in Paris while shopping there. The ad features Jean-Luc Goddard in a cameo. Their tagline proved that once in time, one found everything at La Samaritaine (On trouve tout à La Samaritaine).
The Golden Age of Department Stores (1852–1930)
The first section covers the Golden Age of department stores, where the consumer was dazzled by grand halls and skylights.
The architectural drawings show the evolution of department store interiors, from the 1850s use of metal framing and mosaics to minimalist and Art Deco designs. The peacock fan tail was a favorite architectural accent.
Employees handled design and manufacturing in-house. Designers of the era, inspired their designs. One part of the exhibit shows (illustrated in a cartoon style) the transition of top floors from where employees lived and dined (The ILLUSTRATION Belle Epoque) to shopping areas and rooftop terraces (the Sixties).
The Department Store as a Selling Machine (1930–1980)
The second section covers the period when department stores transformed into selling machines. This meant expanding floor space. Galeries Lafayette installed highest escalator in the world at the time. Employees were expected to present a professional attitude. This would help with profitability; they became a marketing asset. The sales women had manuals to guide them, training, entrance exams, manuals on textiles and even a guide for the elevator operator.
Marketing and ready-to-wear fashion became crucial to their success. Their marketing innovations had to compete with supermarkets and shopping centers. After 1945, department stores expanded their product lines. Stores started catering to young women in the 1960s, with designers like Sonia Rykiel and Pierre Cardin targeting this audience.
The Decoration Pendulum Swings
The decoration pendulum was swinging to extremes in the 1970s and 1980s. In 1974 Galeries Lafayette dismantled their 1912 grand staircase. They installed the highest escalator. Printemps covered its dome with additional floor space. Printemps was the first department store to be declared an historical monument in 1975.
1980 and Beyond – Reinvention Continues
Around 1980 in section three, stores distinguished themselves by catering to either luxury brands or the everyday consumer. Many also focused on preserving architectural legacies, such as Galeries Lafayette’s iconic dome. Department stores started preserving artwork and focusing on their architectural legacy. They began to use their legacies as part of marketing the brand. In 2023, after a renovation, Printemps Haussmann reopened one of its grand staircases.
Additional videos on Paris Department Stores
La Samaritaine’s Legacy
This interview with architectural historian, Jean-François Cabestan, provides details about La Samaritaine’s evolution, from its birth in 1870 to its renovation in 2021, where floral art and medallions were uncovered, showcasing its architectural legacy.
Language and subtitles are French, images are universal.
Le Bon Marché – short history
Arte is a French/German television channel. One of their programs is “Kambolage“. In this five minute twenty second video they present a visual history of Le Bon Marché : the Temple of Good Taste”. Subtitles are available in English.