NEW LOOK: Galeries Lafayette has selected two creative agencies to revamp its image. The French department store chain has chosen Wednesday, which has offices in London and New York, to devise its new advertising campaigns, while Paris-based BETC is to redesign its logo and graphics.
As reported, the retailer last year parted ways with advertising agency Aubert Storch Associés Partenaires and photographer Jean-Paul Goude, who had shot its advertising campaigns since 2000. The collaboration produced memorable images such as an almost-unrecognizable Laetitia Casta dressed in a tuxedo.
Goude also photographed personalities including Jean Paul Gaultier, Diane von Furstenberg and Pedro Almodóvar.
The new Galeries Lafayette campaign and graphics will be deployed in the second half of the year, the retailer said. It is just the latest shake up since Nicolas Houzé took over as chief executive officer of Groupe Galeries Lafayette’s department-store division in 2013, launching a program he has dubbed Ambitions 2020.