Let's Go Logo
Le Bon Marché is celebrating fashion's renewed love affair with logos with an event featuring exclusive products by 130 brands. The "Let's Go Logo!" exhibition, set to run from 24 February to 1 April, showcases capsule collections with playful variations on brand logos and unexpected products.
The retailer created colourful, retro-flavoured logos for its in-house brands: Le Bon Marché Rive Gauche; grocery store La Grande Epicerie de Paris; its online site 24 Sèvres, and men's wear brand Balthazar. They appear on products including sweatshirts, tote bags, mugs and thermos flasks. The exhibition will take over large sections of the Left Bank department store's ground floor.
Le Bon Marché tapped labels known for their logos or initials, including Coach, Céline, Fendi or Tory Burch, as well as designers new to that universe, such as Marco de Vicenzo, who plastered the oversized initials MdV on a bicolour baseball cap. The beauty and food departments also joined in.
Unexpected products include Isabel Marant gardening gloves, an AMI Alexandre Mattiussi scooter helmet and Guerlain honey. Among the other brands represented are Acne Studios, Carven, Chiara Ferragni, Christian Louboutin, Delvaux, Fiorucci, Jérôme Dreyfuss, Kitsuné, Loewe, Miu Miu, MSGM, Roger Vivier, Sacai and Tod's.
The exhibition features two guests of honor: Off-White designer Virgil Abloh, who has created a temporary store including the brand's first café. His temporary store on the second floor, christened "Left Bank," is a rendition of the neighbouring area of Saint-Germain-des-Prés, a tony district known for designer stores and iconic cafés like the Café de Flore and Les Deux Magots, "a sort of all-white version of a Parisian street," he said. Abloh's capsule collection includes T-shirts, sweatshirts and a varsity jacket embroidered with a color gradient version of Off-White's signature arrow cross.
Second guest of honor is Rami Mekdachi's lifestyle brand Lola James Harper, which has designed a lounge space, with an area to record music and shoot hoops, as a taster for its future Paris hotel.