What: Le Bon Marché transforms its alleys into a holiday camp and celebrates sunny days with a new highlight called "Un air d'été", which gives pride of place to nomadic adventures and song.

Why is it important: Le Bon Marché focuses on its French roots by joining forces with the Breton music festival Les Vieilles Charrues, which celebrates its 30th anniversary this year.

Since April 30 and until June 19, the point of sale has played it bohemian and camping chic by hosting a series of pop-up stores and exclusive products steeped in this theme.

The Céline house offers a beach corner entitled "Plein Soleil", the Brazilian label Farm Rio reveals its colorful and gipsy universe, while the clothes of the Antik Batik camp advocate "a return to the roots.”

On the music side, in partnership with the festival to be held from July 14 to 17 in Carhaix, a series of free mini-concerts are organized every Tuesday evening for seven weeks. Le Bon Marché is continuing its event strategy there to stage its sales area while preparing for the start of the school year with an immersive live show, “Au Bonheur des Dames".

Le Bon Marché celebrates sunny days with the Vieilles Charrues