Printemps Giant Birthday Cake Emerges From Building

This Printemps FOOH campaign features stylized glasses, shaped like the number 160, framing the iconic Printemps Haussmann façade. The building's domes and windows appear fully wrapped in a green-and-white checkered cloth and dotted with floating balloons.

As the lenses glide from the '0' to the '6,' the wrapping peels away, and a multi-tiered cake, rendered in computer-generated imagery, rises from the rooftop. This cake then morphs into a bold green heart stamped with the message '160 ans TOUT COMMENCE AU PRINTEMPS.'

The ad humorously reimagines the historic Parisian department store as a monumental birthday present, turning the building into a symbolic icon for the brand’s summer event.