Printempsland
— Omnichannel campaign
The concept: Retail Becomes a Theme Park with a fully omnichannel commercial campaign.
I drove the creative vision on digital and briefed the agency.
Mission
Art Direction & creative brief
Year
2023
An omnichannel brand experience
We launched a real-time 3D mini-site, accessible online and deployed it on in-store touchscreens. Early adopter
We used DALL·E one of the first generative AI image tools to accelerate creative ideation for Printempsland.
At the time, using AI as a creative partner was still largely experimental.
5 awards
Best UI Design
Best UX Design
Best Innovation
Website of the Day
FWA of the Day
From screen to street
The experience extended to the street thanks to a dedicated digital display on the Haussmannian facade of the flagship store, used to generate interest in the game and attract customers to the exhibition space. Beyond the experience itself, the activation was designed as an acquisition mechanism, the gamified mechanic drove a 40% opt-in rate, turning entertainment into a qualified marketing database.
Designing a Phygital Playground
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![Escalator display featuring colorful mannequins styled in bold, neon outfits surrounded by inflatable pink tubes and props, with "Printemps Land" branding on a pink wall.]()
Escalator display
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![Corner window display: a mannequin in purple and green outfit standing in a ball pit, against a vivid yellow and pink diagonal stripe backdrop with "Printempsland" in bold purple lettering.]()
Ball pit corner
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![n-store digital touchpoint: a QR code panel next to mannequins, inviting shoppers to play the "Jeu Printemps Land" game for a chance to win a trip to New York.]()
In-store digital QR code touchpoint
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![Lifestyle home goods table display with colorful products, oversized claw machine props holding pastel mugs, and a ball pit centerpiece — blending retail merchandising with playful visual storytelling.]()
Table display with oversized claw machine props
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Gamified Acquisition
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![In-store selfie activation spot featuring an orange feather-framed circular mirror/lottery drum on a graphic pink-and-orange wall, with a "Selfie Spot" sign inviting customers to participate and win gift vouchers.]()
Selfie spot
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![Pink digital kiosk on the store floor promoting the Printemps Land game, positioned near a "Le Club Printemps" loyalty program display and neon-lit ceiling installation.]()
Digital touchscreen on the floor
