To mark its 160th anniversary, Le Bon Marché Rive Gauche chose to celebrate much more than its commercial history. The famous Parisian department store paid tribute to the spirit of the Left Bank by inviting one of the most iconic figures of French cinema, Catherine Deneuve.
To give this anniversary a unique visual identity, Le Bon Marché called upon Marjane Satrapi, a graphic novelist, illustrator, and director known in particular for Persepolis. The artist imagined a series of ten poetic and whimsical scenes in which Catherine Deneuve traverses Paris, its monuments, and her own cinematic references.
Presented in the store windows in 2012, the Catherine Deneuve Rive Gauche brought together three symbols of French elegance: an actress who became an icon, an artist with an immediately recognizable style, and a historic department store located in the heart of the 7th arrondissement of Paris.
Catherine Deneuve, guest of honor at the 160th anniversary of Le Bon Marché
To celebrate this exceptional anniversary, Le Bon Marché couldn't settle for a conventional advertising campaign. The establishment chose a personality capable of embodying Parisian elegance, French cinema, a free-spirited tone, and a certain sense of mystery.
Catherine Deneuve naturally established herself. Since the 1960s, the actress has occupied a unique place in French culture. Her style, her acting, her collaborations with great filmmakers, and her relationship with fashion have all contributed to building an image that extends far beyond the realm of cinema.
Associated with iconic films, haute couture, and French elegance, Catherine Deneuve embodies a luxury that doesn't try too hard to be something it's not. Her style is based on restraint, presence, and a seemingly effortless sophistication.
By choosing her as its guest of honor, Le Bon Marché linked its own heritage to that of an actress inextricably linked to Paris. This collaboration also allowed the department store to express its identity in a cultural way, without reducing the event to a mere commercial operation.
Marjane Satrapi imagines a funny and sparkling Catherine Deneuve
The illustrations were created by Marjane Satrapi, whose work has long combined storytelling, humor, popular culture and graphic sensitivity.
For this series, the artist does not seek to reproduce Catherine Deneuve realistically. She transforms the actress into an illustrated character, immediately identifiable thanks to her blonde hair, dark glasses, elegant outfits and imperturbable attitude.
Marjane Satrapi then summed up her inspiration with a phrase that has become emblematic: "The world is Paris and Paris is Catherine Deneuve."
This vision allows the illustrator to construct an imaginary Paris around the actress. Catherine Deneuve doesn't simply appear as a celebrity. She becomes a fairytale heroine, a comic book character, and almost a Parisian monument in her own right.
The compositions showcase an elegant humor, never resorting to caricature. The actress navigates the most improbable situations with the same calm and poise. This contrast between the whimsical nature of the scenes and the character's impassivity gives the works their comedic power.
Ten illustrations inspired by Paris and cinema
The ten illustrations designed for the exhibition tell the imaginary adventures of Catherine Deneuve on the left bank.
In one of the works, she appears as a mermaid, perched on the edge of the Saint-Sulpice fountain. In another, she becomes a Parisian Jane, suspended from a vine in a leopard-print dress in the heart of the Jardin des Plantes.
The official website of Le Bon Marché now includes several works from this series in its heritage collection. It specifies that Marjane Satrapi imagined the adventures linking Catherine Deneuve to the Left Bank, depicting her notably at Saint-Sulpice and in the greenhouse of the Jardin des Plantes. The lithographs measure 42 by 30 centimeters.
These illustrations also reference the actress's career, but without taking the form of a classic retrospective. Marjane Satrapi prefers subtle allusions, visual juxtapositions, and absurd situations.
The result creates a dialogue between cinema, illustration, fashion , and Parisian heritage. Each scene can be viewed as a small, self-contained story, but together they also compose an affectionate portrait of Catherine Deneuve.
An exhibition inspired by pop-up books
To present this series to the public, Le Bon Marché adopted the principle of children's pop-up books. The illustrations were transformed into three-dimensional scenes and installed in the store windows at 24 rue de Sèvres.
This staging choice allowed the drawings to stand out and reinforced their narrative character. Shop windows were no longer simply spaces dedicated to product presentation; they became miniature Parisian theaters.
Each setting invited passersby to stop, observe the details, and find the references hidden by Marjane Satrapi. The characters, buildings, props, and landscape elements were arranged like the successive panels of an animated book.
The set design thus created an experience that was both accessible and sophisticated. Children could appreciate the colours and the whimsy, while adults recognized the references to Paris, French cinema and the career of Catherine Deneuve.
This ability to speak to multiple generations perfectly reflects the identity of Le Bon Marché. Since its inception, the department store has sought to combine commerce, architecture, culture, and experience.
Le Bon Marché, pioneer of the modern department store
Founded in 1852 by Aristide and Marguerite Boucicaut, Le Bon Marché is presented by the establishment as the world's first department store still in operation.
Its history is marked by numerous innovations. The founders developed new business methods, transformed customer relationships, and paid particular attention to architecture, product presentation, and employee working conditions.
Le Bon Marché is therefore not defined solely as a place of sale. From the 19th century onwards, it participated in the creation of a new form of urban spectacle. Products are organized by theme, window displays attract the eye, and the architecture becomes an essential component of the experience.
The department store is also closely associated with the Left Bank. Unlike other historic stores located around the Grands Boulevards or the Opéra, Le Bon Marché developed on Rue de Sèvres.
This location gives it a distinctive identity, more literary, artistic and intellectual. The neighborhood is linked to publishing houses, galleries, cafes, artists and cultural institutions.
The exhibition dedicated to Catherine Deneuve extends this story by transforming the store into a space for storytelling and imagination.
Why does Catherine Deneuve embody the Left Bank so well?
Catherine Deneuve is often associated with a very Parisian image, even though her career has been built alongside French and international filmmakers.
Her elegance lies in a balance between classicism and independence. She can embody a wealthy bourgeois woman, a romantic heroine, a distant woman, or a more whimsical character without losing her singular presence.
This versatility explains why Marjane Satrapi can transform her into a mermaid or an adventurer without making the character unrecognizable. Catherine Deneuve possesses a cultural presence strong enough to transcend styles and eras.
The left bank also provides an ideal setting for this staging. Saint-Germain-des-Prés, Saint-Sulpice, the Jardin des Plantes or the rue de Sèvres evoke a cultured, elegant and slightly offbeat Paris.
In the illustrations, the city is not simply a backdrop. It becomes a partner in the game. Fountains, gardens, cinemas, and facades all play a part in the actress's adventures.
Loïc Prigent's documentary about Catherine Deneuve
The tribute envisioned for the 160th anniversary of Le Bon Marché was not limited to the illustrations of Marjane Satrapi.
Journalist and filmmaker Loïc Prigent, a renowned expert on fashion and its inner workings, also directed a documentary about Catherine Deneuve. The film follows the actress to several Parisian locations that are dear to her.
This approach allows us to reveal a more personal Catherine Deneuve, observed through her habits, her memories and her connection with the capital.
The choice of Loïc Prigent was particularly consistent with the world of Le Bon Marché. His work lies at the intersection of fashion, culture, and documentary. He knows how to reveal the mechanisms of luxury while maintaining a lively and accessible tone.
The documentary thus complemented the illustrations. Marjane Satrapi offered an imaginary and graphic version of Catherine Deneuve, while Loïc Prigent explored her real relationship with Paris.
A limited edition of 160 boxes
Fans of Catherine Deneuve and Marjane Satrapi could also purchase a box set containing all ten illustrations.
In reference to the 160th anniversary of Le Bon Marché, this edition was limited to 160 copies. The chosen number transformed the box into a true collector's item.
This rarity aligns with the codes of luxury, but also with those of art publishing. A limited edition possesses a special value because it preserves the memory of an event that cannot be exactly reproduced.
The announced price for the box set was 900 euros. Part of the funds raised were to be donated to the Necker-Enfants Malades Hospital's philanthropy.
This charitable dimension gave the project added significance. It also served as a reminder that the history of Le Bon Marché is linked to that of Marguerite Boucicaut, known for her philanthropic commitments.
When department stores become cultural venues
The Catherine Deneuve Rive Gauche illustrates a profound evolution in the luxury trade.
Department stores are no longer just looking to bring together brands and products. They are developing art installations, exhibitions, collaborations and experiences capable of attracting a wider audience.
This strategy responds to a new expectation. Visitors want to discover a world, experience an emotion, and access cultural content. Purchasing becomes a possibility, but it is no longer necessarily the sole purpose of the visit.
Le Bon Marché today houses a significant art and design collection. Some of these creations are displayed throughout the store, particularly in the Salons Particuliers. Marjane Satrapi's lithographs of Catherine Deneuve are part of this artistic heritage.
This permanent presence of art distinguishes the department store from a traditional shopping center. It reinforces its position as a Parisian institution and a place of discovery.
An iconic collaboration in the realm of cultural luxury
The encounter between Catherine Deneuve, Marjane Satrapi and Le Bon Marché works because each participant brings an immediately recognizable universe.
Catherine Deneuve represents cinema, fashion, and French elegance. Marjane Satrapi brings her humor, her graphic vision, and her ability to transform a real person into a fictional heroine. Le Bon Marché provides the setting, the story, and the Parisian connection.
The operation is therefore not based on a simple transfer of fame. It creates a coherent narrative in which each figure enriches the others.
This logic is essential in luxury collaborations. A successful partnership should not seem artificial. It should reveal a point of cultural, aesthetic, or historical convergence.
In the case of Catherine Deneuve Rive Gauche, this meeting point is Paris. An elegant, funny, cultured and slightly unreal Paris.
The role of shop windows in the identity of luxury
Shop windows occupy a strategic place in the history of department stores.
Before the rise of online commerce and social networks, they already constituted a medium in their own right. They made it possible to present new collections, but also to tell stories and build the image of a brand.
With the works of Marjane Satrapi, the Bon Marché windows regained this narrative function. They invited passers-by to discover a succession of scenes without necessarily entering the store.
This form of free exhibition, visible from the street, makes art accessible to everyone. It transforms commercial space into an element of the urban landscape.
The displays also become very shareable. Even in 2012, before the current dominance of short-form content, they encouraged visitors to photograph the installations and extend the exhibition online.
An event that retains its heritage value
More than ten years after the exhibition, the collaboration continues to exist thanks to the works preserved in the Bon Marché collection.
The establishment's official website notably features lithographs entitled Le Bon Marché Rive Gauche and Le Cinéma Saint-Germain. These are still associated with the exhibition held in the windows on rue de Sèvres in 2012.
This conservation transforms a temporary anniversary campaign into a lasting heritage.
The project also reflects a period when major fashion houses and department stores strengthened their ties with contemporary art. Rather than simply using photographed brand ambassadors, brands began inviting artists to freely interpret their story.
Marjane Satrapi doesn't aim to produce a polished, advertising-style image. She offers a genuine authorial perspective. It is precisely this freedom that gives the illustrations their longevity.
Catherine Deneuve, Marjane Satrapi and Paris: an alchemy that remains modern
The series conceived for the 160th anniversary of Le Bon Marché remains relevant, because it brings together elements that continue to structure luxury communication: heritage, artistic creation, the personality of an icon and the immersive experience.
It also demonstrates that elegance does not exclude humor. Catherine Deneuve appears prestigious without being stiff, while Marjane Satrapi tenderly subverts Parisian codes.
This approach allows Le Bon Marché to celebrate its history without resorting to overly institutional communication. The store looks back on its past, but tells its story through a vibrant, colorful, and accessible aesthetic.
The collaboration thus constitutes a particularly successful example of storytelling in the luxury sector. It creates a coherent, identifiable and emotional universe, while reinforcing the cultural dimension of the department store.
How did the low-cost market transform Catherine Deneuve?
To celebrate its 160th anniversary, Le Bon Marché Rive Gauche transformed Catherine Deneuve into an illustrated heroine of the left bank.
In Marjane Satrapi's illustrations, the actress is transformed into a mermaid, an adventurer, a film icon, and a Parisian figure. The ten illustrations blend humor, poetry, fashion, and cultural references in a world inspired by pop-up books.
The exhibition presented in 2012 in the windows of the rue de Sèvres thus transcends the framework of a simple commercial anniversary. It tells the story of a pioneering department store, celebrates a major actress of French cinema and affirms the place of art in the luxury experience.
Even today, the works preserved by Le Bon Marché bear witness to the success of this encounter. They remind us that the most memorable collaborations are those that know how to unite heritage, creation, elegance and freedom.
Official French sources
Le Bon Marché Rive Gauche, work "Catherine Deneuve Rive Gauche", Marjane Satrapi, 2012
Le Bon Marché Rive Gauche, work "Le Cinéma Saint-Germain", Marjane Satrapi, 2012
Le Bon Marché Rive Gauche, The History of Le Bon Marché by Stéphane Bern
