What: Parisian department store BHV inaugurated its 2024 Christmas illuminations with a spectacular street show featuring influencer Léna Mahfouf, model Adriana Karembeu, and a surprise performance by singer Marc Lavoine.

Why it is important: This event marks BHV first Christmas window inauguration since its acquisition by SGM, showcasing the department store's commitment to creating memorable and engaging customer experiences during the holiday season.

BHV launched its Christmas festivities with a dramatic street performance on November 6, 2024. The event featured rope access technicians descending from the building transformed as luminous elves, accompanied by giant articulated elves parading down Rue de Rivoli. Influencer Léna Mahfouf, dressed as Mother Christmas, hosted the event, culminating in a surprise concert by Marc Lavoine. Frédéric Merlin, president of SGM, highlighted the significance of this inaugural celebration for Parisian shoppers.

For department stores looking to create similar engaging experiences, this event demonstrates the power of theatrical, immersive marketing that combines entertainment, celebrity partnerships, and festive storytelling to attract and delight customers.

BHV Marais kicks off Christmas celebrations with Léna Mahfouf and surprise concert