What: La Samaritaine is carefully crafting its visibility in press to prepare its opening

Why it is important: The reopening of this iconic location has been waited for long, and expectations are extremely high.

Monocle had the opportunity to visit in avant-premiere La Samaritaine to discover what to expect after 16 years of works. Presented as the revival of a neighbourhood rather than a building renovation, the new project includes the first Cheval Blanc hotel into a main capital city, offices, social housing, a nursery, in addition to the department store itself. LVMH likes to present the project not as a new department store, but as a place of discovery, surprises and experience.

The good place