Campbell Hay rebrands iconic Cannes fashion boutique Le Grand Bazar for a new generation
Since opening its doors in 1997, Le Grand Bazar in Cannes has been the South of France’s leading destination for high-end fashion. The resort town attracts more than 3 million visitors on an annual basis, making it France’s second busiest location after Paris. The boutique is adored by locals and tourists alike for its carefully curated selection of designer brands, which includes the likes of Jacquemus, Loewe and Off-White.
Under the direction of a new generation, Le Grand Bazar’s owners employed London-based brand consultancy Campbell Hay to reimagine the boutique’s visual identity and positioning. The brief was straightforward yet challenging: appeal to a younger, future-facing audience while honouring the boutique’s rich heritage.
Instead of a conventional logo, the resulting identity system is led by the boutique’s iconic address. It’s elegantly typeset in two subtly differing serif typefaces: the name in Century 731, whose origins, according to Monotype, are entirely shrouded in secrecy; and the address in early 20th-century classic Plantin.
The typographic lockup is accompanied by dusky, riviera-coloured geometric forms, loosely inspired by the patterns used by dressmakers to create garments. These two elements – which flexibly appear across boxes, bags, business cards and signage – combine to feel both sophisticated and avant-garde, successfully meeting the challenge outlined in the brief.