Galeries Lafayette is an icon of France – a family-owned business stretching back generations; an iconic Paris store; a legacy for fashion and style. To punctuate the brand’s standing in French and global retail, fashion and culture, Wednesday created a strategy and campaign for FW15, driven by the proclamation that Galeries Lafayette is “Le Nouveau Chic.”

Pre-Launch Campaign

Incorporating a new logo and reimagining a visual language through an ownable, distinctive speech bubble, the launch of the campaign was presaged with a guerrilla marketing campaign. Posters, stickers, flyposting and more was employed to pose the question, “What is Le Nouveau Chic?”. No branding was used, encouraging Parisians and people visiting the city to answer the question through social via the #LeNouveauChic hashtag.

Campaign Activation

On 15 September 2015, Galeries Lafayette revealed their new identity and campaign, with a large, iconic image celebrating the best of the new chic in France. The cast was a broad mix of cultural pioneers, tastemakers, creative culture leaders and zeitgeist-defining young talent.

Beyond the main campaign image, “Le Nouveau Chic” was brought to life across a multitude of touchpoints, including print, film, in-store, out of home, loyalty, website, social channels and press tools.


The modern and dynamic nature of the new Galeries Lafayette logo, in combination with the pop fun of the speech bubble, was applied to a vast array of applications. Bags and marketing material was emblazoned with logos communicating a bold confidence, and the branding system was extended into wider Galeries Lafayette commercial activations, including sale, special promotions and seasonal periods, including the festive season.

Content Strategy

Wednesday also worked with Galeries Lafayette to define an editorial approach to communications via ‘Les Nouvelles’, a two-weekly tabloid, and ‘Galeries’, a glossy monthly magazine.

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